Asda is set to overhaul its retail media capabilities through a new “first of its kind” partnership with Amazon Ads.
It will “transform” Asda’s current retail media offer by using machine learning to serve customers with more relevant adverts across its websites and app, but also make it easier for suppliers to onboard, run and measure campaigns across Asda’s online shopping websites and George.com.
The technology will be rolled out from Q4 this year, making Asda the first UK retailer to deploy Amazon’s Retail Ad service.
“We serve millions of customers each week and this partnership is about using technology to improve the online shopping experience by helping them to quickly find what they need,” said Asda chief customer and digital officer Rachel Eyre.
“At the same time, it creates a stronger retail media proposition, giving our current and future brand partners a more effective way to reach customers, using deeper insight to deliver impactful and measurable campaigns.”
Asda in major tech upgrade following Project Future
It’s the latest major tech tie-up unveiled by Asda following the multi-year partnership with Ocado to overhaul its online shopping fulfilment announced in May.
Now that it is operating on its own internal IT systems, following the completion of the £1bn and much-delayed Project Future decoupling from Walmart last August, Asda is working to improve the shopping experience for customers as part of its turnaround plan.
Amazon Ads should also enable more seamless integration for suppliers, therefore improving Asda’s commercial income from retail media.
“This builds on the partnership with Ocado we announced recently and is another clear step forward in how we’re using technology to improve the Asda shopping experience,” Eyre said.
“Amazon’s Retail Ad service gives UK advertisers the signals, measurement and scale they need, in a way that is seamless and familiar from day one. This partnership is a significant step in making Asda the most effective and frictionless place for brands to reach British shoppers,” she added.
It’s come alongside a major drive to improve the experience for shoppers in-store as well, under Eyre’s Take a Fresh Look campaign, launched last month.
“This partnership is the first of its kind in the UK and will make it easier for advertisers to reach Asda and George shoppers at key moments in their purchase journey,” said Joseph Park, VP creative experiences and AI solutions at Amazon Ads.
“Together, we’re helping customers see more of what’s relevant to them – and giving brands a simpler and highly effective way for them to consistently show up at the right moment through ad tech they already use and trust.”
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