Grocery firm Asda and Rokt partner to bring AI tech powered relevant offers to customers at checkout
Asda has partnered with Rokt to deliver relevant offers to the UK grocery retailer’s customers at checkout across its online grocery business and George, its clothing and home brand. Using Rokt Pay+ on the payment page and Rokt Thanks on the order confirmation page, Asda says it has created a new retail media revenue stream at the point of purchase, while customer conversion remains unchanged.
Rokt uses AI to determine the most relevant next action for each customer in real-time on both the payments and confirmation pages.
“Checkout is a critical part of the customer journey, so we were deliberate about how we approached it,” says Chris Chalmers, Vice President Customer Data and Loyalty at Asda “The results show we can make that experience more relevant for customers while creating meaningful new value for the business.”
Asda first launched Rokt Thanks on George’s order confirmation page in January 2025. It added Rokt Pay+ to the payment page and then expanded both products across its online grocery business. The results include: Rokt revenue on George more than doubled after Rokt Pay+ was added. Pay+ now makes up 51% of Rokt revenue on George, and 36% across groceries and George. Rokt revenue on Asda's grocery business grew 54% year on year, based on a 30-day comparison. Customer conversion was unaffected across both businesses.
“The payment page is one of the highest intent moments in e-commerce, but historically it’s been largely untapped,” says Courtney Hopkins, SVP of Strategic Partnerships at Rokt
“Asda is showing that retailers can improve the experience for customers, thereby creating meaningful incremental value in that moment. We look forward to continuing to innovate and grow the partnership to unlock even greater relevance throughout the e-commerce journey and potentially even customer acquisition.”
2026 RTIH Innovation Awards
E-commerce will be a key focus area at the 2026 RTIH Innovation Awards.
The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2026 shortlists and finalists here.
We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.
Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London.
The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.
Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.
