Asda has launched an e-commerce insights platform called Asda Xpert which will help brands “optimise product performance, track market trends, and make smarter category decisions”.
The supermarket has partnered with eStoreBrands to launch the platform, which it said “represents a major step forward in the evolution of e-commerce category management”.
The platform brings together digital shelf analytics and real-time performance data of products sold on Asda.com to allow brands to “finally, see what your Asda team sees”.
“This isn’t scraped data or estimated metrics – this is authentic retailer intelligence that transforms how you understand and optimise your Asda performance,” eStoreBrands said.
The platform has been welcomed by brand owners including Unilever.
“They are delivering something that mutually benefits the retailers, ourselves and more importantly the shopper,” said Joe Moore, digital commerce manager at Unilever.
Asda Xpert will “enable brands to identify new insights from our data, driving more informed actions which will accelerate growth for the brands as well as Asda.com” explained Barney Burgess, VP online at Asda.
EStoreBrands tracks more than 3,000 retail websites across 70 markets globally, however Asda Xpert represents the company’s first ‘direct retailer data integration’, a model it is seeking to replicate with other supermarkets.
“Having spent years working for brands like P&G and Nomad Foods, I know first-hand how valuable this kind of insight is,” said Francis Nicholas, VP product strategy at eStoreBrands.
“When working with retailer buying, category, and e-commerce teams, this was the type of solution which was missing. Partnering with Asda on Asda Xpert is incredibly exciting, and we look forward to supporting brands in making data-led decisions that benefit both suppliers and Asda.”
No comments yet