Asda promotes Christopher Jones to lead retail technology strategy

Jones’s elevation follows a period of significant technical transition at Asda, most notably his leadership during the complex separation of the company’s technology estate from Walmart. In a public statement regarding his new permanent role, he credited the collaboration of his team and partners for maintaining operational continuity throughout the transition. His focus now shifts toward scaling Asda’s digital capabilities, a mission that coincides with the retailer’s recent move to integrate Amazon’s Retail Ad Service into its online platforms.

This partnership, scheduled for a phased rollout beginning in the fourth quarter, allows Asda to leverage Amazon’s advertising infrastructure to refine product discovery and provide brand partners with more granular campaign insights. According to Rachel Eyre, Asda’s Chief Customer and Digital Officer, the integration is designed to improve the online shopping experience while expanding the retailer's media reach. By utilizing Amazon’s existing tools, Asda aims to provide a more frictionless environment for both shoppers and advertisers, building upon the company's broader efforts to modernize its digital ecosystem.