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Asda opts for cloud-first technology to offer customers personalised experiences

Image courtesy of Asda

Asda is investing in new cloud-first technology in order to understand its customers better, so that it can offer shoppers personalised experiences wherever they choose to buy from it.

The supermarket is moving to the cloud to use Salesforce’s retail services – including Commerce Cloud, Service Cloud and Marketing Cloud – in order to get a full understanding of its customers, how they prefer to shop, and to give them the retail services that best enables them to do that in a seamless experience.

Asda will also be able to use headless ecommerce architecture and progressive web apps in building the customer experience.

Simon Gregg, Asda senior vice president of ecommerce, says the technology will be transformational, and that it is “perfectly aligned to deliver our vision of a true and exciting omnichannel experience that will set us apart in the UK retail sector”.

“We are thrilled to support one of the UK’s largest retailers as they embark on one of the boldest and most unique digital transformation projects in the world,” says Rob Garf, VP and GM retail at Salesforce. “Asda shoppers can expect a personalised and seamless experience across both physical and digital channels. Together we will showcase the future of retail as every aspect of the shopping journey will be streamlined and connected.”

Asda is an Elite retailer in RXUK Top500 research.

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