Asda brings in Salesforce for data-driven retail scheme

asda newAsda has signed a major tech deal with Salesforce as part of plans to build a 360-degree view of its customers, and provide personalised and tailored experiences that it hopes will “revolutionise the consumer grocery experience”.

By implementing Salesforce’s full retail suite, including Commerce Cloud, Service Cloud, and Marketing Cloud, Asda aims to create a cloud first environment that “gives its 18 million customers one connected and consistent experience across every channel and device, no matter where or how they choose to interact with the brand”.

Salesforce technology will also enable Asda to deliver new online shopping experiences by building out its “headless ecommerce architecture”, enabling it to separate its front-end and back-end ecommerce applications.

The retailer will be using Salesforce’s new PWA (Progressive Web Apps) and Managed Runtime technology.

Asda senior vice-president of ecommerce Simon Gregg said: “Salesforce will help to transform the customer experience as we seek new world-class systems that will be cloud first.

“Its technology is perfectly aligned to deliver our vision of a true and exciting omnichannel experience that will set us apart in the UK retail sector.”

Separately, the supermarket giant is currently trialling a loyalty scheme, dubbed Asda Rewards, with tech firm Eagle Eye, while late last year it launched a data insight platform for both customers and suppliers, in a deal with Quantium.

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