Embracing digital media could give Asda an edge

Social networking has exploded in the UK and Asda has had a head start as it has the insight from US parent Wal-Mart. The US is way ahead in the social networking stakes and Wal-Mart is seen as one of the leaders, using different social media to communicate with customers.

Asda now has the opportunity to do the same in the UK and with Wal-Mart’s learnings it could well steal a march on its competitors.

The Asda site – called Your Asda – will allow shoppers to connect with the grocer. It will allow them to moan about what they don’t like, praise what they do and even vote for the products they want in their local stores. Ultimately, it will show that Asda is listening.

The grocer also hasn’t stopped there. It will also launch a site simultaneously for staff called The Green Room. This site won’t just be for internal use – it will be a public forum meaning staff can air their washing in the public eye.

Some retailers dared to do this type of initiative in the past. Carphone Warehouse famously published all its complaints on its website in a process that boss Charles Dunstone dubbed “radical transparency”. While it was undeniably a difficult initiative to manage, it ultimately won the retailer plaudits for its bravery.

Asda staff probably won’t use The Green Room just to moan, but they will probably get a fair few gripes – as would any large company. And while the comments will be moderated, it will allow shoppers to see how the grocer communicates with staff.

If Asda can balance both Your Asda and The Green Room hand in hand, the results could win it a lot of favours. The grocers are viewed by most shoppers as big corporations and it’s very difficult to get that personal relationship.

If shoppers see that Asda is listening, and if they see that they also make time for their staff, they may find they are more people’s supermarket of choice.