New mobile-optimised site is result of retailers investment in a bespoke experience for mobile consumers
On the back of increasing customer demand to interact with www.asdamobile.com via mobile devices, Asda recently turned to digital agency Bolser to develop a mobile-optimised site.
The brief for the site, which promotes Asda Mobile’s pay-as-you-go different (PAYG) 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 previously worked with Bolser on Asda’s Financial Services site, the retailer turned to the agency again to develop a new site for its mobile business and draw on its experience and knowledge of the mobile space.
Making website work harder
Kimberley Rawling, marketing manager at Asda Mobile, commented: “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.”
Given the main three demands of the mobile consumer being simplicity, immediacy and context, Bolser designed the new site so it works with the lower-end feature phones, as well as smartphones. The new mobile-optimised site, which goes live 9 January, has therefore simple and clean in its design and intuitive to use.
“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,” Rawling added.
