Merkle Deepens Digital Transformation Partnership with Asda’s George

The transformation program centers on five core workstreams designed to futureproof the brand’s digital presence. Plans include upgrading web and app interfaces for faster shopping, leveraging advanced customer intelligence to drive engagement, and modernizing CRM systems to deliver highly personalized communications. Beyond these technical upgrades, the partnership will prioritize operational efficiency and the development of new service propositions to maintain long-term scalability.

Merkle will continue to provide round-the-clock support for George’s digital platforms via its global delivery network. Chris Freeland, CEO of Merkle UK&I, noted that the partnership aims to unlock the brand's significant growth potential by bridging the gap between experience innovation and operational execution. Barney Burgess, VP Online at George.com, added that the program serves as a critical investment in personalizing the customer journey and securing sustainable growth for the retailer’s clothing business.