George at Asda experiences unprecedented success in back-to-school sales.
- Sales of schoolwear have jumped by 88% compared to the previous year.
- The introduction of a four-day early bird promotion significantly influenced sales.
- Investment in store staff training proved beneficial for customer assistance.
- Despite slight overall decline, online sales for George continue to rise.
George, Asda’s in-house clothing and homeware brand, has witnessed a remarkable increase in its back-to-school sales, marking a record beginning to the season. The brand’s sales figures almost doubled compared to the same time frame last year, reflecting an 88% increase in just two weeks.
This significant boost is largely attributed to George’s strategic initiatives, including the launch of a four-day ‘early bird’ promotion offering a 20% discount on schoolwear. Such promotional activity resonated well with consumers, encouraging a surge in purchases.
In addition to promotional efforts, George invested over £350,000 into enhancing their customer service by training 150 store colleagues. This initiative aimed to assist families more effectively in selecting appropriate products and sizes for their children, thereby improving the shopping experience.
Despite these successes, the overall performance of George’s clothing segment saw a 3.9% dip in like-for-like sales in the three months up to June 2024. Asda attributes this decline to a deliberate move away from extensive promotional activities within the fashion sector.
Conversely, George has made strides in the online market, achieving a 3.9% increase in online revenues. This growth illustrates a positive trend in digital sales, making up for in-store declines and highlighting a shift in consumer shopping preferences.
George at Asda’s strategic efforts and promotions have successfully bolstered its back-to-school sales, despite broader industry challenges.
