Asda is launching a new online category management platform which will provide brands with advanced data-driven insights to optimise their performance and better meet the needs of Asda’s online shoppers.
For the first time, brands will be able to access ecommerce-specific data directly from Asda, meaning that brands will see the same information that the retailer does.
Asda Xpert will allow brands on Asda.com to optimise their product performance, track market trends and improve the category decisions they make for Asda.com. The platform will also include the integration of digital shelf analytics and real-time performance data.
Asda has partnered with eStoreBrands for the launch. Barney Burgess, VP online at Asda said: “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.”
Benefitting brands and suppliers alike
Francis Nicholas, VP product strategy at eStoreBrands, said that his experience working for brands such as P&G and Nomad Foods means that he knows first-hard the value of such data. “When working with retailer buying, category and ecommerce teams this was the type of solution which was missing,” he said. “Partnering with Asda on Asda Xpert we look forward to supporting brands in making data-led decisions that benefit both suppliers and Asda.”
Joe Moore, digital commerce manager at Unilever, said the new platform was a valuable new addition for brands such as his. “With this partnership between Asda and eStoreBrands they are delivering something that mutually benefits the retailers, ourselves and more importantly the shopper.”
Brands can contact the Asda Xpert team for more information on how the platform will work and how they can access their data on it.
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