1. Bronze, Silver & Gold
Web Merchandising for
Furniture
Enhancing the customer experience, driving natural search and
conversion through imagery, copy and additional features.
Alison Strong
Marketing Imaging Manager
Alison.strong@asda.co.uk
0113 826 1377
07779 700914
ASDA.com
Aug 2010 v1

2. Bronze (base) Standard Elements: Buyers to request,
suppliers to submit, guidelines available as KPI’s
Copy:
1. Product title (must include range, material,
colour & what the item is – no jargon):
‘Rio Solid Pine Blanket Box’
2. Informative Product Description
(includes cross-sell statement & key search
words)
‘Mexican style solid pine blanket box
finished with rustic black handles and latch
detail. Full range of co-ordinating bedroom
furniture available including chest of
drawers, bedside cabinet and dressing
table.’
3. Key attribute set (to be completed within
product attribute sheet)
4. Cross sell to other product in range
within copy
5. Link to Buying Guides
Product photo:
1. Individual product in-situ
or cut-out
2. Internal/ feature shots
3. Graphically produced
‘range grouping’
1

3. Bronze (base) Standard: What a Good Job Looks Like
2

4. Images (in addition to Bronze Standard):
1. Multiple angles
2. Internal/ feature shots
3. Range shot – styled with cross sells
4. Lifestyle shot
Silver Standard Elements: Buyers to request, suppliers to
submit, guidelines available as KPI’s, Lifestyle photography
by Asda.
Copy (in addition to Bronze Standard):
1. Range statement
To encourage customers to increase basket
spend with additional products.
2. Cross Sell Statement
To inspire customers to buy decorative
accessories, textiles & lighting for example.
3. Full Attribute Set
Features & benefits of products – such as
hand crafted or solid wood etc.
4. Merchandising Tools
Customer reviews
Awards/ featured in badges etc
3

5. Silver Standard: What a Good Job Looks Like
4

6. Copy (in addition to Silver Standard):
1. Buy the look statement
Editorial style integrated copy & images to
encourage customers to cross purchase
into other homeware ranges online.
2. Brand statement
Where a brand product is being sold,
include marketing copy for that particular
brand. Emphasise the loyalty. Build a
partnership between Asda & the brand.
3. Link to brand reviews/ ratings/ awards
4. Link to assembly instructions (PDF from
supplier)
Gold Standard Elements: Buyers to request, suppliers to
submit, guidelines available as KPI’s, Lifestyle photography
by Asda, Video/ 360/ 3D diagrams by supplier or Asda where
applicable
Images (in addition to Silver Standard):
1. Lifestyle shot
2. Video/ animation/ 3D diagrams of product
(with dimensions) – supplier provided
where possible.
3. ‘Buy the look’ graphically brought
together range of accessories.
5

7. Gold Standard: What a Good Job Looks Like
Lifestyle image
Details of
product features
Extended product
description
‘Buy the look’
copy with links
to keyword
search results
Grouping of
accessories for
customers to see in
more detail
Cross sells to
other colours &
products in the
range
6