Supermarket giant Asda has partnered with an ecommerce data analytics platform to create and launch the retailer’s new ecommerce insight and collaboration platform Asda Xpert, Retail Week can reveal.
Asda Xpert will launch next week, and has been created in partnership with eStoreBrands to “better help Asda and its suppliers understand, and more effectively meet the needs of, its online shoppers”.
A source close to the launch said that the new platform will “provide brands with advanced data-driven insights, enabling them to optimise product performance, track market trends, and make smarter category decisions for Asda.com”.
The new platform will also “integrate digital shelf analytics and real-time performance data” in order to help “suppliers drive mutual category growth and improve decision-making”.
Asda Xpert will be a “major step forward in the evolution of ecommerce category management” and will ensure that brands “have the tools they need to maximise growth, optimise strategies, and better serve customers in an increasingly competitive online retail space”.
Asda vice president of online Barney Burgess told Retail Week: “We’re really excited about this new partnership between Asda and eStoreBrands. Leveraging an ecategory management approach, Asda Xpert will enable Brands to identify new insights from our data, driving more informed actions which will accelerate growth for the brands as well as Asda.com”.
Asda’s partner eStoreBrands’ vice president of product strategy Francis Nicholas said: “Having spent years working for brands like P&G and Nomad Foods, I know first-hand how valuable this kind of insight is. When working with retailer buying, category, and ecommerce teams, this was the type of solution which was missing. Partnering with Asda on Asda Xpert is incredibly exciting, and we look forward to supporting brands in making data-led decisions that benefit both suppliers and Asda.”
The new platform is part of executive chairman Allan Leighton’s long-term vision for investing in turning the business around.
As was reported earlier this week, it is currently negotiating a £400m sale-and-leaseback deal of 20 of its supermarkets to help fuel Leighton’s turnaround plan – which is focused on investing in price, product availability and driving further cost efficiencies.
Asda is the latest brand to wade into the growing consumer insight and retail media market, following the likes of Sainsbury’s, Iceland, Frasers Group and THG who have all launched new platforms since the start of the year.
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