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ASDA social business case study

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ASDA is the British subsidiary of WalMart and holds a large share of the UK grocery market. …

ASDA is the British subsidiary of WalMart and holds a large share of the UK grocery market.

The company have taken steps in order to become more social and connect with all of their 175,000 employees around the country by launching social business projects. These projects include The Green Room – a staff-focused web portal – as well as Your ASDA – a website that houses the 'happy to help' promise.

Read this case study to discover how ASDA have become a well-rounded social business.

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  • 1. SOCIAL BUSINESS CASE STUDYASDA WWW.BLOOMSOCIALBUSINESS.COM
  • 2. •  British supermarket chain (subsidiary of WalMart) •  564 stores in the UK •  Founded in 1949 •  Operating income £638 million •  17.5% share of the UK grocery market •  175,000 employeesWWW.BLOOMSOCIALBUSINESS.COM
  • 3. ASDA’s social business aimsWhat does ASDA want to achieve? Speak to ASDA Discover and shareConnect employees employees directly amazing stories from around the to gather feedback about ASDA and its country and opinions employees Inspire everyone, whether customer or Share ASDA’s story member of the team, with the public to work harder WWW.BLOOMSOCIALBUSINESS.COM
  • 4. Social business programmesHow are departments across the organisation involved in the programme? The Green Room MARKETING •  Website for ASDA staff that’s open to the public •  ASDA employees can come HR SALES and share their stories about their working life and the charity work they do on behalf of the company •  Customers can use the portal to tell stories about wonderful in-store experiences and PRODUCT exceptional members of staff B2B SALES PLANNING •  The Green Room aims to inspire other members of staff to work harder CUSTOMER SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  • 5. Social business programmesHow are departments across the organisation involved in the programme? Connecting the whole MARKETING company •  The Green Room connects all HR SALES employees who can simply log in using their colleague number •  The ‘benefits book’ portion of the website allows employees to collect rewards for being part of the team •  The site incentivises hard PRODUCT work by rewarding staff B2B SALES PLANNING members who go above and beyond for the company and its associated charities CUSTOMER SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  • 6. Social business programmesHow are departments across the organisation involved in the programme? MARKETING Something in it for everyone •  ASDA staff can get together to find out what’s happening HR SALES around the company as well as share their own stories, pictures and videos. •  By sharing colleague stories, the communications team hope to inspire other workers to do amazing things •  The website acts as a host for PRODUCT B2B SALES all important content, from PLANNING employee stories through to social media policies CUSTOMER SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  • 7. Social business programmesHow are departments across the organisation involved in the programme? Making the most out of MARKETING social •  ASDA adopt multiple channels to keep their ‘happy HR SALES to help’ promise •  The ‘Your ASDA’ website features videos and photos from the company in addition to blogs from senior staff members and customer feedback forums PRODUCT •  The homepage features all of B2B SALES PLANNING ASDA’s social profiles, including Facebook and Twitter CUSTOMER SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  • 8. Social business programmesHow are departments across the organisation involved in the programme? MARKETING Adopting real-time •  ASDA owns a multitude of HR SALES Twitter channels for different purposes •  @asda acts as a news source and a promotional channel to highlight key offers in-store •  @ASDAServiceTeam respond to consumers complaints and PRODUCT queries in real-time on a one- B2B SALES PLANNING to-one basis CUSTOMER SERVICE WWW.BLOOMSOCIALBUSINESS.COM
  • 9. Organisational culture and approachWhat values and approach did ASDA need to adopt to make it happen? Collaboration •  Aiming to connect ASDA employees to each other nationally and share stories with each other Celebration •  Adopted a culture that encourages staff to tell their stories Openness •  Internal staff stories openly shared with the public, invitation to public to contribute too Customer-centric •  Emphasis on customer feedback, involvement and response Inspirational •  The most inspiring staff and customer experiences are incentivised and promoted WWW.BLOOMSOCIALBUSINESS.COM
  • 10. “At Asda, we try to be as transparent as possible, the Green Room was created on this very premise. We hear amazing stories about our colleagues on a daily basis, whether that’s a colleague saving the life of ababy in store, or someone having their head shaved for charity (I’m talking about a female colleague as well!) Asda colleagues always go above and beyond.” Steven Murgatroyd, ASDA WWW.BLOOMSOCIALBUSINESS.COM
  • 11. References" Calum BrannanHow Asda tip-toed into social media"   Inspire: retail design blogAsda – the green room"   Jon WeedonAsda’s Greenroom re-visited"   Rachel MillerThe Green Room has a facelift WWW.BLOOMSOCIALBUSINESS.COM