Asda has appointed BJL to create a customer loyalty campaign to encourage shoppers to keep returning to the retailer's website, Asda.com.

The appointment sees Asda move away from a promotion-led only strategy as it works with Manchester-based BJL to "educate customers on the benefits of shopping online".

It is hoped the digital and direct mail campaign, which goes live this month, will drive consumers online to shop with Asda, developing loyalty and repeat purchase.

Jackie Tasker, head of online marketing at Asda, said the appointment of BJL was to "help us maximise every opportunity in the customer journey".

Amanda Sankey, group account director at BJL, added: "Asda is a hugely successful retailer and we are delighted to be assisting them with developing their online retail offer, helping them become one of the top multi-channel retailers in the UK."