“Amy” the virtual character is a browser based customer service assistant, similar to Ikea’s Anna character. It was developed to guide Asda customers through the supermarket’s online shopping site and deal with customer enquiries.
Customers can pose questions to the digital assistant via a search facility that directs shoppers to a range of relevant help topics.
The customer service feature is the latest online initiative launched by Asda to help customers interact with the brand more freely.
In September, Andy Bond, chief executive of Asda announced three initiatives including web cams in supplier’s factories, blogs and a customer panel to help improve transparency.
In August the supermarket launched “Your Asda”, a social networking site which aims to
Separately, the supermarket rebranded its “Tickled Pink” campaign for Breast Cancer Awareness month, which ran throughout October.
The new-look brand, created by Gratterpalm, was developed to modernize the campaign with a more “sophisticated” identity.