Asda data insight platform targets shoppers and brands

Asda is implementing a new data insight platform to enable the UK supermarket giant and its FMCG suppliers to boost data-driven decision making in an effort to better understand shoppers and meet their needs more effectively.

Following its £6.8bn acquisition in February, the retailer has already boosted its relationship with Blue Yonder to implement a raft of new tech, including artificial intelligence powered forecasting and big data analytics.

Now it has signed a deal with Quantium to combine its existing insights and data assets with new products and services that support the business and its suppliers across product development, range, price, and promotion. The ultimate aim is to improve the total customer experience and sales.

Founded in Sydney Australia in 2002, Quantium has ten offices around the world in the UK, the US, New Zealand, South Africa and India. It works with financial services, FMCG, and retail brands in over 20 countries, including Asda’s former parent company Walmart in the US.

Quantium’s UK team are working on the launch of Asda’s new customer insight platform, dubbed Quantium Checkout, to ensure that the opportunity to create a more personalised customer experience is fully realised.

The platform will be made available to a number of FMCG companies later this year, with a wider rollout scheduled for the first quarter of next year.

Asda chief merchandising officer Derek Lawlor said: “Asda has always been focused on customer-led decision making – but our partnership with Quantium will allow us to take this to a new level with world-class data-led insight, products and services.

“Quantium has an incredibly strong track record of supporting retailers from around the world in driving business growth through data led decision making – and we look forward to sharing this new stage in our journey with them and our suppliers.”

Quantium head of EMEA Riyadh Bhyat added: “Asda is an iconic retailer entering an exciting new chapter and we are thrilled to support its ambitious growth agenda.

“We look forward to bringing our capabilities to bear in support of Asda’s data strategy to the benefit of their customers and suppliers. We are particularly excited to build new relationships with UK suppliers and offer them world-class data solutions and new thinking.”

In July, Asda appointed KFC chief marketing officer Meg Farren as chief customer officer, as the chain’s new owners reshape the executive team. Joining this month, she will lead the development and strategy of the brand’s total customer proposition, marketing and management of its brands, leading a team of more than 250, based in Leeds and Lutterworth.

The supermarket’s advertising and marketing is handled by Havas London, which was appointed in May. Publicis Groupe sister agency Spark Foundry runs media planning and buying. It has also worked with Jaywing.