ASDA maps out UK mobile first

Asda is the first UK retailer to take advantage of new location-based advertising technology to communicate with its customers on the move.

The second biggest supermarket in the country has signed up to use the Direct Access programme from automotive, mobile, and internet-based navigation and mapping systems provider, Navteq.

The technology makes use of community generated data, sourced directly from the retailer, to provide points-of-interest (POI) information to users.

Its functionality has been designed to offer an efficient way for retailers like Asda to connect with its mobile customers and provide all its store locations including new and recently opened sites on a Navteq navigation system map.

"As an advertising platform, Direct Access is both effective and cost-efficient," commented Roy Clark, change programme manager at Asda. "It helps us increase our reach to millions of consumers, right at the moment they are ready to make a purchase."

Navteq said recent research it carried out into the market found over 80 per cent of people using navigation systems prefer to see brand logos on the map rather than generic icons. And 62 per cent of navigation system owners drive to the businesses that they look up on their navigation devices.

"We recognise the growing importance of including our locations in navigation systems and how this gives customers additional opportunity to find their local Asda," Clark added.

He also said the technology was a good way to maximise Asda visibility and make sure information on all of its locations are regularly updated and refreshed.

Miya Knights

A 25-year veteran enterprise technology expert, Miya Knights applies her deep understanding of technology gained through her journalism career to both her role as a consultant and as director at Retail Technology Magazine, which she helped shape over the past 17 years. Miya was educated at Oxford University, earning a master’s degree in English.

Her role as a journalist has seen her write for many of the leading technology publishers in the UK such as ITPro, TechWeekEurope, CIO UK, Computer Weekly, and also a number of national newspapers including The Times, Independent, and Financial Times.