Asda is visiting five city centre locations this December with an “immersive” Aprés Ski lodge – the lodge comprises the supermarket giant’s Christmas Quality Roadshow, which is inviting customers to step inside The Lodge – a cabin decked with skis, sledges, Christmas trees and lights – and meet brand ambassadors offering samples of Asda products.
The Lodge began its nationwide tour in Newcastle and heads to Leeds, Sheffield and Bristol, before finishing in Glasgow’s Argyle Street from December 10-13.
The roadshow, devised by activation and sales agency CPM, aims to reinforce loyalty of Asda’s primary customers and increase conversion rates of secondaries through an immersive Christmas experience.
CPM will be using Wi-Fi technology to track footfall and dwell time at each location.
Helen Carling, senior manager of in-store activation at Asda, said: “We are confident that the sampling engagements and opportunities to see will showcase our great range this Christmas. All of the chosen locations are major city centre locations which have a large Asda store presence so customers can easily go and explore more.”
Event agency Momentum Worldwide, which earlier this year produced Asda’s Christmas in July press show, has partnered with CPM to design the #becauseitschristmas media campaign.
The roadshow is being promoted on social media via the hashtag #becauseitschristmas, which is displayed on brand ambassador uniforms and in the Lodge’s interior decor.
Momentum’s involvement has also led to the inclusion of a retail entertainment element; with a photo opportunity and prize draw. Customers are encouraged to dress up in winter props and upload their photo to social media, to receive a free print when using the hashtag.
Anita Newton, head of client service at CPM, said: “Earlier this year CPM helped Asda share their 50th birthday celebrations with communities around the country via the #cakemyday campaign. The Christmas Quality Roadshow is attracting massive customer interest and is set to achieve similar levels of success.”