Asda has handed the digital transformation of its online grocery business to Publicis Sapient, as the supermarket giant aims to ditch previous owner Walmart’s legacy systems and build its own data-driven platform.
The move follows the completion of a brief which has seen Sapient build and implement Asda’s new email marketing tool, using Salesforce Marketing Cloud.
The ambitious programme will see Sapient take on the overall transformation of Asda’s ecommerce capability, delivering a new digital platform before April 2024.
Asda engaged Publicis Sapient to lead the project, integrating the company’s core capabilities – strategy, product, experience, engineering and data and AI – for an end-to-end transformation.
The overall goal is to move the Asda online shopping hub off Walmart systems, while building an agile operating model, designed to create exponential value in terms of customer experience.
Asda claims to be UK’s second-largest online grocer by market share. Chief digital and technology officer Carl Dawson said: “We are delighted to be partnering with Publicis Sapient, a leading digital business transformation company with a strong track record in ecommerce platforms.
“We look forward to a successful partnership and to the delivery of a platform that will enable a seamless transition for our customers, moving from a legacy system run by Walmart to an entirely independent Asda-owned platform.”
Publicis Sapient senior managing partner Julian Skelly added: “The work is singularly focused on enabling Asda to be independent of Walmart and enabling the retailer to evolve and grow, focusing on exceptional usability and customer experience.”
Key to the success of the transformation will be the integration of Asda first loyalty programme, Asda Rewards, which was rolled out last September, and is powered by Eagle Eye’s AIR platform.
The supermarket giant has also recently launched a new data insight platform for both customers and suppliers, in a deal with Quantium, while in June 2022 it signed a major tech deal with Salesforce as part of plans to build a 360-degree view of its customers, and provide personalised and tailored experiences that it hopes will “revolutionise the consumer grocery experience”.
Asda’s advertising account has been handled by Havas London since 2021.
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