Asda is hailing a new retail media revenue stream after encouraging millions of online shoppers to up their spend through an ecommerce scheme that delivers relevant offers across groceries and clothing and home brand George, just before customers complete their purchases.
The supermarket first signed a deal with tech giant Rokt in October 2024; the company also works with Just Eat, Deliveroo, Asos, Vinted and Macy’s, among others.
Rokt uses AI to determine the most relevant next action for each customer in real-time on both the payments and confirmation pages.
Asda launched Rokt Thanks on George’s order confirmation page in January 2025. The tool, which works post-purchase, displays curated first-party and third-party offers, loyalty rewards, app-download prompts, or referral bonuses.
It then added Rokt Pay+, which offers targeted payment incentives, digital wallet options, cashback rewards, or gifts-with-purchase to the payment page. The supermarket expanded both products across its online grocery business later the same year.
Asda says Rokt revenue on George more than doubled after Rokt Pay+ was added, while Pay+ now makes up 51% of Rokt revenue on George, and 36% across groceries and George.
Rokt revenue on Asda’s grocery business grew 54% year on year, based on a 30-day comparison. Customer conversion was unaffected across both businesses.
Asda vice president of customer data and loyalty Chris Chalmers, who rejoined the company in October 2025 from JD Sports, said: “Checkout is a critical part of the customer journey, so we were deliberate about how we approached it. The results show we can make that experience more relevant for customers while creating meaningful new value for the business.”
Rokt senior vice president of strategic partnerships Courtney Hopkins added: “The payment page is one of the highest intent moments in ecommerce, but historically it’s been largely untapped.
“Asda is showing that retailers can improve the experience for customers, thereby creating meaningful incremental value in that moment. We look forward to continuing to innovate and grow the partnership to unlock even greater relevance throughout the ecommerce journey and potentially even customer acquisition.”
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