Retailers are increasingly investing in data-led strategies to refine how they engage with customers. ASDA is among those strengthening its retail media offering, providing brands with access to first-party customer data across multiple marketing channels.
The move reflects broader shifts in the industry, where data insights are being used not only for customer personalisation but also to support campaign planning and performance measurement.
Retail media capabilities built around first-party data
Through ASDA Access, developed in partnership with LS Eleven Media Services, ASDA offers brands tools to activate campaigns across Asda.com, Meta, and owned channels, including email. With over 10 million shoppers generating trillions of data signals annually, this initiative gives brands the ability to target predefined or custom audience segments.
The platform’s integration with technology providers allows campaigns to be run on a test-and-learn basis, with early reports suggesting improved return on advertising spend and repeat purchase rates. According to Retail Times, the approach combines digital reach with in-store media, offering a more joined-up view of shopper engagement.
Data-driven strategies support improved measurement
Campaigns built around first-party data can be more easily tracked and adjusted in real time. A data analysis company, such as shepper.com, working with retailers can use secure environments, such as clean rooms, to help brands access anonymised insights while staying compliant with privacy standards. This supports more accurate measurement of performance across channels.
In addition to managed services, ASDA Access offers self-serve and super self-serve options for agencies and brands seeking greater control. These models are part of a wider shift in retail media towards flexible, insight-led marketing strategies.
Flexible activation models, ranging from fully managed to self-serve, enable brands to tailor their approach based on internal capabilities and campaign goals. As retailers like ASDA expand their data-led propositions, the emphasis is shifting towards measurable, audience-first marketing strategies. This signals a broader move within the sector towards platforms that combine robust data infrastructure with practical tools for planning, activation and reporting – offering brands greater precision and accountability in how they engage with customers.
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