eCommerce Expo 2025 review: Asda talks using data to power pricing, promotions and range decisions

Four years after parting company with Walmart, Asda has finally completed Project Future, which saw the UK supermarket separate itself from the US retail giant and start its own data system.

Alex Fishwick, Senior Manager of Insight and Analytics at Asda, reminded delegates at eCommerce Expo in London last week of the scale of the challenge facing the grocery retailer. “Project Future was a mind-blowing exercise,” he shared. “We have so many data points it’s frightening.” 

The supermarket needed to separate more than 2,500 systems from Walmart in total. As well as its main grocery business, Asda also has 250 pharmacies, the second largest opticians business in the UK, and several standalone stores for its George fashion brand.

Last year, Asda welcomed Allan Leighton, its previous CEO, back into the role of Executive Chairman who Fishwick says is “in a hurry to get things done” after the split from Walmart and wants to see the company return to its focus on price.

When Leighton returned, it was stocking around 30,000 SKUs - something it is now keen to reduce. “It makes it difficult to shop and difficult for our in store colleagues,” explained Fishwick. “It also detracts from our price position.” 

Reducing its range of products is a complex task so Asda is using dendrograms to track the relationships between SKUs and learn which items are interchangeable. The analysis allowed it to make data-based decisions on which products to stock, while modelling multiple scenarios of reduced ranges. “This provided us with a safety net to test for better decisions without alienating customers,” Fishwick commented.

Fishwick also shared that Asda recently worked with key supplier Unilever to optimise its toiletries aisles and make them easier to shop. The pair analysed which products are typically bought together and used this to optimise displays. Asda is currently in the process of implementing the trial’s recommendations.

Having used customer bank card information to power many of its data-based decisions, Asda is also looking to make use of its loyalty scheme Asda Rewards. “You can’t track everything on a card, but a reward system gives you an incredibly rich source of data,” Fishwick said. 

2025 RTIH INNOVATION AWARDS

Data analytics 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.