Member Article

Explain helps Asda get ?touchy feely? with customers

People get all ‘squishy’ when they think of Asda, according to Newcastle firm Explain Research that has just helped the Yorkshire-based retail giant launch its new financial services product range. Asda, part of the Wal-Mart family, recently commissioned Explain to carry out customer insight research to help it re-brand its financial services range, which includes credit cards, loans and a range of insurance products.

Feedback from a wide range of Asda customers saw the supermarket chain was synonymous with low prices, value for money, and being family-friendly, so a new creative identity for its financial products centred on a soft squishy green ASDA logo, which became known as ‘squishy’.

Kim Davis, research director at Explain, said: “Asda Financial Services operates in a highly competitive market driven by some big brands, yet its customer feedback gathered in our research exercise saw it as a brand seen as much more approachable than many of its rivals. “The re-brand came as a direct result of our customer insight work, and its squishy Asda is not only reflective of customer feelings about the brand, it demonstrates that Asda Financial Services range protects against the nasty things in life.”

As a result of the research the re-branded suite of financial product leaflets have hit all of Asda’s UK stores this month, and its website has been updated.

For more information about Explain and their work, visit www.explainresearch.co.uk.

This was posted in Bdaily's Members' News section by Ruth Mitchell .