Asda trials clickable ad shopping

Asda trials 'clickable ad' shoppingAsda is running trials of clickable advertising technology, allowing customers to add products to their basket with a single click as part of plans to roll the scheme out to third-party websites, including its YouTube channel.
The retailer is working with tech firm Constant Commerce on the trial, currently running on Asda’s own website before to roll-out, meaning customers can add to one basket from a range of different sites.
Asda head of strategy, sales and innovation Nick Bamber said the initiative would be like stopping the consumer in store foyer and asking, “if you like the new product, put it in the basket now”.
He added: “Our teams are always looking for new ways to engage with our customers to help make our shopping easier, quicker, and more convenient – extending our digital advertising formats to include shoppable technology is just one of the ways we are doing this.”
So far, Asda has trialled products including own-brand biscuits and Ben & Jerry’s ice cream. To increase customer engagement, the ad features a poll asking shoppers to vote on, for instance, their favourite Ben & Jerry’s flavour from a choice of three. They can then add it to their Asda basket with one click. Asda already runs similar polls on its Facebook page.
The move comes as Asda expands its click and collect deal with Transport for London, by adding six new Tube stations to make it easier for commuters to pick up their shopping on their way home.
Asda’s chief operating officer Mark Ibbotson said: “Asda has led the way on providing new ways for our customers to shop and given the popularity of the existing service, creating more sites across the capital was the next logical step.”