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Asda Redefines the Consumer Grocery Experience with Salesforce

Salesforce, the global leader in CRM, today announced that UK big four supermarket Asda is embarking on a world-class retail technology transformation project. Asda will deploy Salesforce technology to give a 360-degree view of its customers, providing personalized and tailored experiences that will revolutionize the consumer grocery experience.

Leveraging Salesforce’s full retail suite, including Commerce Cloud, Service Cloud, and Marketing Cloud, Asda will create a cloud-first environment that gives its 18 million customers one connected and consistent experience across every channel and device, no matter where or how they choose to interact with the brand.     

As the business separates from Walmart, this new system will redefine the customer shopping experience, enabling Asda to select the most innovative, “best in class” technology and become a retailer of the future.

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

Using Salesforce’s new, market-leading PWA (Progressive Web Apps) and Managed Runtime technology, Asda will be able to launch a flexible and scalable, composable, headless architecture, giving Asda the freedom to build whatever and however it wants. It will also enable the retailer to use the latest coding languages and technologies, so it can attract and retain market-leading developers. Crucially, the technology will give Asda full control over the web experience to provide a world-class customer journey. 

Simon Gregg, Asda 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. 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.”

 “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” said Rob Garf, VP & GM Retail at Salesforce. “Asda shoppers can expect a personalized 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.       

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About Asda Stores Ltd:

Founded in the 1960s in Yorkshire, Asda is one of Britain’s leading retailers and helps customers save money and live better in stores, online and through their mobile devices. Each week more than 18 million customers visit its 645 stores – including 30 Supercentres, 392 Superstores, 155 Supermarkets, 33 Asda Living stores, and 35 standalone petrol stations – and are served by over 140,000 colleagues. and deliver to 99% of the UK’s homes and to its 538 click and collect sites across the UK.Its main office is in Leeds, Yorkshire and its George clothing division is in Lutterworth, Leicestershire. Asda was acquired by the Issa Brothers and TDR Capital Ltd in 2021, returning the supermarket to British ownership.

About Salesforce

Salesforce, the global CRM leader, empowers companies of every size and industry to digitally transform and create a 360° view of their customers. For more information about Salesforce (NYSE: CRM), visit:

Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase Salesforce applications should make their purchase decisions based upon features that are currently available. Salesforce has headquarters in San Francisco, with offices in Europe and Asia, and trades on the New York Stock Exchange under the ticker symbol "CRM." For more information please visit, or call 1-800-NO-SOFTWARE.


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