Asda has expanded its 18-year relationship with Dentsu-owned Merkle to support the next phase of its ambitious digital growth strategy for the retailer’s clothing and homeware brand, George.
Merkle will lead a new strategic programme designed to accelerate online growth and enhance customer experience for the brand, building on its existing remit to deliver end-to-end digital support for the brand.
At the heart of the strategy is a jointly developed transformation programme focused on scaling George’s digital business over the next five years. Shaped through close collaboration between Merkle and Asda, the scheme is designed to create a more connected, insight-led and commercially effective digital model for the brand.
The initiative will focus on five key workstreams designed to modernise and futureproof George’s digital ecosystem, including an enhanced web and app experience to deliver a faster, more seamless shopping journey; advanced customer intelligence to better use data and drive customer engagement; CRM modernisation through more personalised, relevant communications; operational excellence to improve speed, efficiency and scalability; and
innovation and growth enablement, including the development of new customer experiences and service propositions.
Merkle will continue to provide 24/7 operational support for George’s digital platforms through its global delivery network, alongside dedicated teams focused on continuous improvement, feature development and innovation.
The strengthened partnership reflects nearly two decades of collaboration between Merkle (formerly Isobar) and Asda. As part of a broader growth strategy, Asda is also expanding George’s physical footprint through standalone stores dedicated to clothing and general merchandise, complementing its digital investment.
George at Asda VP online Barney Burgess said: “Our collaboration with Merkle has been instrumental in shaping George’s digital evolution. This new programme represents an important step forward as we invest in delivering an even better, more personalised experience for our customers, while driving sustainable long-term growth across our clothing business.”
Merkle UK&I chief executive Chris Freeland added: “George is an iconic British brand with significant growth potential, and we’re proud to have supported its digital journey for nearly two decades. This next phase of our partnership is focused on unlocking that potential through a truly customer-centric, data-driven approach, combining experience innovation with operational excellence to deliver meaningful business impact.”
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