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Asda Online Grocery Team scoop award for innovative recipes service

Our new online recipes service has won this year’s Digital Commerce prize at the 2019 IGD Awards thanks to the Online Grocery Team’s innovative use of personalisation.

By Alicia Clow

November 8, 2019 10:30pm
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We received the industry award for using digital innovation to fix a problem we know is important to our customers, after seeking to make their shopping experience easier and more engaging through our online recipes service.

The service works by sorting recipes into collections such as ‘Quick Dinner Ideas’ and ‘Christmas Recipes’, to help customers quickly find what they need, with the ‘All Recipes’ collection allowing shoppers to browse from a larger range of meals.

All of the ingredients listed in any of the online recipes can be purchased via the ‘add to basket’ button, but when an existing customer adds the ingredients to their basket, they will be personalised based on their purchase history, making each recipe specific to individual tastes and preferences.

Customers can also personalise recipes manually and cater for any dietary requirements, as well as having the option to swap ingredients for favourite items, cheaper or more premium alternatives, depending on their needs and budget.

Our service was selected as the winning innovation in the Digital Commerce category at this year's awards by a panel of industry experts from across the food and grocery supply chain. IGD, a food industry research and training charity, hosts the annual celebration which honour fresh thinking, new ideas and great service in the food industry.

Phil Wilkinson, Senior Director for Online Grocery at Asda, said: “The recipe tool is just one example of how we invest in the development of new solutions where we know customers care, and where there is an opportunity to help and inspire customers that is not currently being met.

“It is truly a best in class solution, as recognised by this award, powered by in-house technology. It personalises ingredients to match our customers’ shopping history, giving them the option to easily add to basket with one click.”

Simon Mayhew, Head of Online Retail Insight at IGD, said: “Asda’s new personalised recipes are a great example of how technology can be used to make online shopping both inspirational and convenient.

“Asda is now providing shoppers with recipes that include relevant ingredients, based on their previous purchases. We particularly liked the ease with which shoppers could select alternative ingredients and the simple search and navigation, particularly on mobile devices.”

Susan Barratt, CEO of IGD, commented that the standard of entries at this years’ awards continued to be high, with retailers offering first-class products and creating inspirational ways to shop.

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