U.K. grocer Asda delivers AI-based offers at online checkout
Asda is deploying artificial intelligence technology to help ensure personalized offers at the point of purchase are relevant.
The U.K.-based supermarket retailer, which was sold by its former parent company Walmart in February 2021, is leveraging machine learning-based solutions from Rokt to determine the most relevant next action for each customer in real time on both the online payment and confirmation pages, with the goal of generating incremental revenue without adding friction to the purchase.
Using the Rokt Pay+ solution on the payment page and Rokt Thanks post-purchase offer application on the order confirmation pages of both its grocery site and George clothing and home site, Asda has created a new retail media revenue stream at the point of purchase.
"Checkout is a critical part of the customer journey, so we were deliberate about how we approached it," said Chris Chalmers, VP customer data and loyalty at Asda. "The results show we can make that experience more relevant for customers while creating meaningful new value for the business."
Asda first launched Rokt Thanks on George's order confirmation page in January 2025. The company added Rokt Pay+ to the payment page and then expanded both products across its online grocery business. The retailer reports results including:
- Rokt revenue on George more than doubled after Rokt Pay+ was added. Pay+ now makes up 51% of Rokt revenue on George, and 36% across grocery and George.
- Rokt revenue on Asda's grocery business grew 72% year over year, based on a 30-day comparison.
- Customer conversion rates were unaffected across both businesses.
"The payment page is one of the highest-intent moments in ecommerce, but historically it's been largely untapped," said Courtney Hopkins, senior VP of strategic partnerships at Rokt. "Asda is showing that retailers can improve the experience for customers, thereby creating meaningful incremental value in that moment. We look forward to continuing to innovate and grow the partnership to unlock even greater relevance throughout the e-commerce journey and potentially even customer acquisition."
In January, Canadian movie theater and location-based entertainment venue operator Cineplex integrated Rokt into its online checkout experience to surface relevant, exclusive non-endemic content and offers from brands it doesn’t sell to customers.
U.S. sports merchandise brand Fanatics is also partnering with Rokt to help ensure online shoppers see content and promotions that matter to them.
[READ MORE: Fanatics leverages AI to deliver relevant online offers]
Asda operates more than 1,200 U.K. locations, including 610 superstores, supermarkets and Asda Living Stores across England, Scotland, Wales and Northern Ireland, as well as online. The company also offers services including Asda Mobile, Asda Money, pharmacy, and optical.
