Chris Chalmers returns to grocery giant Asda as he takes on Vice President Customer Data and Loyalty role

Asda has announced the appointment of Chris Chalmers as Vice President – Customer Data and Loyalty, effective from January 2026.  ​

He will lead the strategic development and execution of the Asda Rewards customer loyalty programme, as well as digital and performance marketing for Asda.com and George.com. His remit also includes customer relationship management (CRM) for both brands and the advancement of the UK grocery retailer’s customer data strategy.​

The appointment marks a return to Asda for Chalmers as he was previously Digital Marketing Director from 2012 to 2017. He has also held marketing and digital roles at Tesco and Jet2 and is currently Customer Director at JD Sports. ​

Rachel Eyre, Chief Customer Officer at Asda, comments: "We are pleased to welcome Chris back to Asda to oversee our customer data, loyalty and digital marketing strategy. 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.”  ​

2025 RTIH INNOVATION AWARDS

Customer data and loyalty will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.