Asda has appointed Chris Chalmers as its new vice president of data and loyalty.
Chalmers’ return to Asda, where he previously spent five years as digital marketing director, is the second major appointment to its new-look customer team, as chief customer officer Rachel Eyre seeks to win back core shoppers.
In what is a newly created role, Chalmers will lead the development and reinvigoration of the Asda Rewards programme, as well as digital and performance marketing across Asda.com and George. He will also oversee Asda’s data efforts, for both suppliers and customers.
He is due to rejoin the supermarket in January.
Prior to his previous spell at Asda, Chalmers was general manager for digital marketing at Jet2, as well as grocery marketing manager at Tesco. He has also worked for Thomas Cook and as a freelance consultant, including for Morrisons.
“We are pleased to welcome Chris back to Asda to oversee our customer data, loyalty and digital marketing strategy,” Eyre said.
“This is a strategically critical role that will help us build stronger relationships with our customers through smarter use of data, improved digital experiences and a revitalised Rewards programme.”
Chalmers’ return follows Asda’s appointment of former Sainsbury’s fresh foods director Charlotte Rhodes as its new head of own label last month, as Eyre, who joined the supermarket from Morrisons in May, looks to breathe life back into its customer offer.
Reinvigorating the Asda Rewards loyalty programme is a major focus of those efforts, after it was dialled back amid Asda’s struggles with its Project Future work to decouple its core IT systems from Walmart.
Asda customers have bemoaned a lack of value offered by the current iteration of the programme, claiming Asda reduced the number and value of rewards available.
Asda now sees reviving the scheme as crucial. The Grocer understands Eyre outlined her plan to increase loyalty spend through the Rewards app at its supplier conference in Leeds on Tuesday. Improving the value offered by Cash Pots will be a significant focus.
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