Asda picks Avenue A Razorfish for web job

by Gareth Jones, Marketing 12-Feb-08, 08:45

LONDON - Asda has hired Avenue A | Razorfish to oversee a multimillion-pound relaunch of its website.

The Wal-Mart-owned supermarket chain has handed the agency a wide-ranging brief intended to transform its ecommerce offering into the 'ultimate online retail experience' (Marketing, 30 January).

Asda's website features groceries, health and beauty items, electrical goods and domestic appliances, as well as its George clothing range.

The retailer is keen to step up competition against market leader Tesco, which attracts 6.9m unique users a month, more than double the number visiting Asda's website, according to Nielsen//NetRatings.

The supermarket is also stepping up its digital strategy with the appointment of Greenlight to handle search engine optimisation for seven of its online brands, including Asda Travel and Asda Entertainment.

Asda plans to roll out a search campaign to boost the brand's presence across search engines including Google, Yahoo! and MSN.