UK supermarket chain Asda has appointed Rachel Eyre as its new chief customer officer (CCO) to focus on aligning the company’s strategy for customer feedback and needs.
Previously Morrisons’ chief customer and marketing officer, Eyre has managed functions including customer service and marketing.
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Before her tenure at Morrisons began in 2021, she held marketing and commercial positions at Sainsbury’s and Barclays.
Asda executive chairman Allan Leighton said: “Rachel is an experienced leader with a strong track record in grocery retail and we are delighted to welcome her to Asda. She will play a pivotal role in ensuring that the customer voice is our driving purpose and demonstrating how Rollback and Asda Price are delivering good, honest value to them.”
Eyre’s transition to Asda awaits the end of her notice period. She takes over from David Hills, who joined the company in September 2023.
Eyre wrote on LinkedIn: “Beyond excited to be joining Allan and the team at Asda, and playing my part in restoring this ‘fabric of the nation’ business with hard-working families across Britain. Asda is an iconic brand and I can’t wait to get to know our colleagues and customers better, listening to both to shape our plans and priorities. Thanks to my team and friends at Morrisons, who I’ve learned so much from over the past four years. You’re all ‘smart and nice’ (IYKYK) [if you know, you know] and I wish you all the best.”
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By GlobalDataIn April 2025, Asda launched a pilot for its George stand-alone concept store as part of an initiative to revamp its existing Asda Living stores throughout the UK.
The chain has committed to investing £80m ($103m) into increasing retail wages, which will benefit 115,000 employees at Asda Retail and Asda Express stores, resulting in a three-phase pay rise of 4.7%, elevating their hourly wage from £12.04 to £12.60.
