Case Study: ASDA achieves higher conversions and shopper loyalty with Airship Web Notifications

Asda Boosts Conversions & Shopper Loyalty with Web Notifications

Asda’s George fashion line, one of Britain’s biggest retail brands with over 18 million weekly shoppers, saw mobile traffic to George.com jump from 30% to 75% in four years. With no native app planned, the retailer needed to boost retention and engagement — and drive traffic to its revamped mobile site and new rewards program — without compromising the brand experience.

Asda implemented Airship Web Notifications, improving the opt‑in modal with branded imagery and a clear value proposition, then used segmentation, personalized rewards messages, promotional alerts and automated abandoned‑cart reminders. The program delivered strong results: 7.2% higher conversions versus organic search, a 27% click‑through rate on segmented notifications, 40% of abandoned‑cart click‑throughs added more items (6% converted), a 17% CTR within the first hour for rewards members, and a 475% ROI during testing.

ASDA

Perry Lally

Senior Product Manager