Asda George partner with Isobar to launch Progressive Web App

To meet consumer demand for a better mobile experience, Asda George and Isobar developed one of the UK’s first Progressive Web Apps to be offered by a high street retailer.

Progressive Web Apps eliminate friction by using the web to deliver app-level experiences. There’s no need for consumers to find apps in the app store and install them, therefore —they can just navigate to the site on any browser, including Chrome and Safari.

A number of the world’s most progressive retailers, such as Alibaba, Flipkart and businesses based in the Rocket Internet stable, have all launch PWAs recently, in a nod to the importance of constantly innovating the mobile experience for consumers.

The launch has delivered fantastic results.

The website page load time for shoppers was reduced by 3.8x times, a 31% increase in conversion was recorded and page views per visit jumped 20%.

By implementing site wide HTTPS, Asda George now offers a more secure end-to-end shopping experience for customers, enabling modern browser capabilities, like Service Worker, and therefore allowing consumers to stay in touch with the brand whilst offline.

In addition, an “Add to Home Screen” prompt was implemented, which resulted in an increase in customer time on site by 28%, truly creating a native app like experience on the web.

John Nother, Senior Director, ASDA Digital Technology, comments, “For George.com we have been on an exciting mobile-first journey, with a focus on speed and ease, to simplify the customer shopping experience.

“Our aim was to ensure customers can quickly find the products they want and purchase with ease. Working with Isobar, we agreed that moving to a PWA solution would be fundamental to this journey. It would introduce the benefits of speed and ease we were after, as well as allowing us to send push notifications, work in offline mode and improve rankings on search engines.”

“We worked the functional and technical teams in an agile and mainly collocated approach, to facilitate quick decision making and collaborative engagement.

“It’s been a fantastic achievement by the teams, but the journey doesn’t stop there. We are now on to our next phase of innovation, continuing to work with Isobar on further enhancing our customers shopping experience on George.com.” 

Mustafa Rashid, Head of Emerging Technologies at Isobar, adds, “It’s really exciting for the whole team to explore modern technologies and find solutions to improve the user experience. The team is up for the next challenge, to explore new areas on the web like offline, password less, notifications and AI-based enhancements.”

Eager to learn more about Progressive Web Apps, email us at HelloIsobarUK@isobar.com for more information.


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