Asda taps Salesforce retail technology for digital transformation project
UK big four supermarket Asda is set to deploy Salesforce technology as it looks to give “a 360-degree view of its customers, providing personalised and tailored experiences that will revolutionise the consumer grocery experience”.
Leveraging Salesforce’s full retail suite, including Commerce Cloud, Service Cloud, and Marketing Cloud, Asda says it will create a cloud first environment that “gives its 18 million customers one connected and consistent experience across every channel and device, no matter where or how they choose to interact with the brand”.
The initiative comes as the business separates from Walmart.
Salesforce technology will also enable Asda to deliver new online shopping experiences by building out its headless e-commerce architecture, enabling it to separate its front-end and back-end e-commerce applications.
The retailer will be using Salesforce's new PWA (Progressive Web Apps) and Managed Runtime technology.
Simon Gregg, Asda Senior Vice President of E-commerce, says: “Salesforce will help to transform the customer experience as we seek new world-class systems that will be cloud first.”
“Its technology is perfectly aligned to deliver our vision of a true and exciting omnichannel experience that will set us apart in the UK retail sector.”
“We are thrilled to support one of the UK’s largest retailers as they embark on one of the boldest and most unique digital transformation projects in the world,” says Rob Garf, VP & GM Retail at Salesforce.
“Asda shoppers can expect a personalised and seamless experience across both physical and digital channels. Together we will showcase the future of retail as every aspect of the shopping journey will be streamlined and connected.”
