The brief for the site, which promotes Asda Mobile’s different PAYG (pay-as-you-go) tariffs and free SIM cards, alongside other useful information for existing and new customers, was to create a first class experience irrespective of the device it is viewed on.
Having worked with Bolser on Asda’s Financial Services site previously, the retailer had no hesitation in working with the agency to develop a new site for its mobile business. The digital agency’s experience and knowledge of the mobile space was also a draw.
Mobile consumer demands have been shown to be very different to those of consumers accessing sites on a desktop PC; the main three demands of the mobile consumer being simplicity, immediacy and context. With this in mind Bolser designed the new site bearing in mind not everyone has smartphones and so it must work with the lower end feature phones too. As a result the new mobile-optimised site, which goes live today (Wednesday 9th January), has a simple, clean design and is highly intuitive to use, making the user journey through the site much easier and the experience much better.
Kimberley Rawling, Marketing Manager at Asda Mobile comments: “With 17% of all our traffic coming from customers on mobile devices, we knew we needed to provide a tailored site for them if we were to keep them coming back for more. We knew from our previous experience of working with them that Bolser would come up with some great ideas to make our website work harder and we weren’t disappointed. All of the ideas they have given us make the site a more engaging offering for consumers on mobile devices and we are excited to see consumer reaction to the new site over the coming weeks.”
Ashley Bolser at Bolser concludes: “We are thrilled to be supporting Asda with the rollout of their new mobile site. When it comes to mobile, being innovative needn’t mean making radical or costly changes. It’s about paying more attention to the detail of how customers want to interact with your site and giving them what they crave. This is exactly what we’ve tried to do with the new site for Asda mobile and we hope consumers will like what they see.”