George at Asda has reported unprecedented success in its back-to-school sales campaign, nearly doubling last year’s figures.
- Sales in the back-to-school segment have surged by 88% in the opening two weeks, compared to the same period last year.
- A strategic early bird promotion and significant investment in customer service contributed to this sales boost.
- Despite a 3.9% drop in quarterly clothing sales, George has seen a rise in online revenue.
- Overall, Asda’s revenue showed a modest increase, though like-for-like sales experienced a slight decline.
George at Asda has achieved a remarkable start to its back-to-school campaign, with sales nearly doubling those of the corresponding period last year. This significant increase is attributed to an 88% rise in sales over the first two weeks of the campaign, a commendable feat given the competitive retail landscape.
The early bird promotion appears to have been a focal point of this success. This was the first time such a four-day promotional event was organised, offering a 20% discount on George schoolwear items. Moreover, Asda invested over £350,000 in additional staffing hours and training for 150 employees, enhancing the shopping experience and assisting families in selecting suitable products and sizes for their children.
While George’s quarterly clothing sales experienced a 3.9% decline on a like-for-like basis, this was a strategic decision by Asda to refrain from extensive promotional activities within the broader fashion sector. Despite this, George’s online revenue has increased by 3.9% year-on-year, indicating a shift towards digital sales.
Asda’s total revenue, excluding fuel, saw a 2% growth in the first half of 2024. However, there was a 2.1% decline in like-for-like sales. These figures highlight a complex trading environment, yet reveal that certain strategies are yielding positive outcomes amidst broader challenges.
George at Asda’s strategic initiatives have led to outstanding sales figures for the back-to-school season, showcasing effective market adaptation.
