Ingage is thrilled to be the content strategy and loyalty partner working with Asda to launch and build the new Asda Baby & Toddler Club.
Winner of the Mother & Baby Supermarket of the Year award for the seventh year, Asda is well known for its dedication to offering quality and value to parents. As part of this commitment, the new club provides a range of stage-based expert articles to support customers on their parenting journey from pregnancy to pre-school.
Ingage’s role has included developing the content and eCRM strategy, setting up and populating the content hub with 90+ stage-based articles for launch (plus ongoing fresh content), and working with Asda to plan and implement the data capture and eCRM programme.
Linked to Asda Rewards, the programme will build a valuable data-rich audience segment, allowing for highly personalised communications. Customers who sign up receive exclusive benefits, and a communication programme linking to articles relevant to the age of their baby or toddler.
The content strategy aligns with Asda’s family-oriented brand values and is built around three core pillars:
- Supporting – providing helpful information and expert advice
- Fun – inspiring with new ideas and highlighting the joy of parenting
- Winning – delivering offers and promotions that give customers the best value baby products.
Knowing that life as a parent can be challenging, the programme focuses on ‘easing the burden’ by supporting and uplifting customers with exclusive offers and prices, and delivering relevant content at just the right time. For mums and dads worried about weaning, there are easy recipes and advice from trusted nutritionists. For parents who need inspiration for their toddler’s party, there are fun ideas for entertainment and party bags. For busy mums who are short of time, there are easy beauty tips and fitness ideas.
Ultimately, the club aims to help Asda customers experience less stress and more joy in their parenting journey.
Ingage started working with Asda in 2021. Our first piece of work was an in-depth content audit, which led to Ingage working with the Asda CRM team to develop a new customer-first CRM strategy with increased emphasis on emotional engagement and personalisation.
The Ingage team has previously launched and run several other retail loyalty programmes.