Asda partners Salesforce for tech transformation

Asda is partnering with Salesforce for its latest technology transformation project.

The big 4 supermarket is teaming up with the customer relationship management (CRM) software giant to deploy Salesforce technology to build a 360-degree view of its customers, providing personalised and tailored experiences that will aim to ‘revolutionise the consumer grocery experience.’

The technology transformation project will include deployment of Salesforce’s Commerce Cloud, Service Cloud and Marketing Cloud.

Asda said that the integration will enable it to build a cloud-first environment that gives its 18 million customers a connected and consistent experience across every channel and device.

The transformation project comes as Asda continues its separation from Walmart.

Salesforce technology will also enable Asda to deliver new online shopping experiences by building out its headless e-commerce architecture, enabling it to separate their front-end and back-end ecommerce applications, the company said.

Salesforce said that its PWA (Progressive Web Apps) and Managed Runtime technology, will enable Asda to launch a flexible and scalable, composable, headless architecture, giving the retailer the freedom to build whatever and however it wants.

It will also enable the retailer to use the latest coding languages and technologies and give Asda full control over the web experience to provide a world-class customer journey.

Simon Gregg, Asda’s senior vice president of Ecommerce said: “Salesforce will help to transform the customer experience as we seek new world-class systems that will be cloud-first.

He added: “Salesforce’s technology is perfectly aligned to deliver our vision of a true and exciting omnichannel experience that will set us apart in the UK retail sector.”

Rob Garf, vice president & GM Retail at Salesforce said: “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.”

He explained that 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,” he added.

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