Supermarket chain Asda has broadened its deal with e-commerce software firm Rokt, bringing targeted checkout offers to its online grocery platform and George clothing brand.
Under the expanded arrangement, the supermarket has integrated Rokt Pay+ into its payment screens and placed Rokt Thanks on post-purchase confirmation pages.
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Rokt Pay+ is an e-commerce solutions tool, whereas Rokt Thanks is an e-commerce monetisation platform.
According to the statement, the software assesses shopper behaviour in “real time” to show tailored offers during check-out and after purchase.
This allows Asda to earn revenue from checkout traffic without reducing purchase completion rates.
Asda customer data and loyalty vice president Chris Chalmers said: “Checkout is a critical part of the customer journey, so we were deliberate about how we approached it. The results show we can make that experience more relevant for customers while creating meaningful new value for the business.”
The rollout began in January 2025 with Rokt Thanks on the George confirmation portal.
Asda then added the Pay+ module to its payment flows before extending both tools to its main online supermarket platform.
The introduction of Pay+ more than doubled Rokt-generated revenue at George, Asda said.
The tool now accounts for 51% of all Rokt revenue from the clothing division, and for 36% across the combined grocery and fashion operations.
Over a 30-day comparison period, annualised Rokt revenue in Asda’s core grocery business grew by 72% year on year, while shopper conversion rates stayed stable across both divisions.
Leeds headquartered Asda operates more than 1,200 physical sites across the UK.
Rokt strategic partnerships SVP Courtney Hopkins added: “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 August, Asda launched a wholesale supply arrangement for independent convenience retailers.
The pilot, called Asda Convenience, involved three stores in Glasgow and was delivered with independent retail operator One-O-One.
