ASDA George

Driving footfall in store for ASDA George

Immersive digital signage content persuades shoppers to spend in-store

  • Digital signage
  • Digital screens

Since launching in 1990, ASDA George has shaken up high street fashion with its trend-setting pieces at affordable prices. Having already worked with the brand to bring its clothing displays to life by installing and managing digital signage in its fashion department, Linney was delighted to support the rollout of additional screens in the store.

Project 1 – installing digital signage in the store’s foyer 

To entice more 25-44-year-old shoppers to visit the George section in the store, the brand wanted to utilise the underused foyer to promote its clothing and home collections. Working with ASDA’s merchandising team, we created engaging animated content to be shown on a digital three-screen configuration. The aim was to tie the screen content in with the physical clothing displayed at the front of the store.

Using bespoke digital content to resonate with customers

With our Digital Signage team on hand to ensure the content was adapted and scheduled for the appropriate screen, ASDA George could change its screen content to align with its marketing campaign calendar. As seasonality is an integral part of the product range, it was important that the team could change the content as frequently as they wanted to. For some stores, this saw content change up to 20 times a month.

Another element was to ensure the assets on screen reflected ASDA George’s diverse customer base and store locations. Our team created artwork variants for seasonal campaigns such as Christmas and the World Cup, including the store location in the creative. The ability to localise the content enabled ASDA George to bring an element of personalisation to each store.

Project 2 – creating interactive digital screen content for fun in-store

As well as driving footfall to the clothing section within the store, ASDA George also wanted to build more engagement in one particular area – the childrenswear department. It wanted a fun touchscreen game to drive children to this part of the store. To facilitate engagement, the games had to be simple for children aged four to ten to play with but not so compelling that parents would struggle to pull them away from the screen.

Working with monster characters provided by ASDA George, which already resonated well with its audience, we had an excellent basis for developing a mini-game series. Our first content release included a “spot the difference” game and a memory game. Both are simple game styles that children can understand and interact with without explaining the rules.

Designing content to engage with young shoppers

To engage with the young audience, our Creative team designed the game with bright colours and lots of supporting animation to bring the digital screen to life. These helped with the visual appeal of the games but were also necessary to stand out, given the brightly lit, noisy shopping environment.

Winning with digital signage

Both digital signage projects proved an excellent success for ASDA George. Project 1 (digital screens at the front of the store) helped increase the conversion rate of purchasing in ASDA George by 2%, a percentage higher than outlined at the start of the project. After a successful trial, the project was rolled out to 175 stores across the UK and Ireland. Thanks to support from ASDA George and our expert Digital Signage team, the project was awarded silver in the digital solutions category at the POPAI awards.

Project 2 (interactive games on-screen) also didn’t disappoint. Our team monitored the games, looking at popularity, session and “play” time, giving ASDA George an indication of how the games were received in-store. The project proved a great success for the brand.

Linney – your digital signage partner

With teams of in-house creatives, screen experts and software specialists, we make it our business to know your brand and understand your digital screens’ needs. Whether you want to install new digital signage or upgrade the content on an existing estate, our team can help you get the most out of your digital displays.

“The showcase unit has been a great example of how digital has integrated into our fixture design to bring reactive and planned content to the front of the stores, delivering a visual impact that has driven greater brand awareness, increased value perceptions and participation in ASDA George events.”

Store Design Manager, ASDA George