Asda has rehired Chris Chalmers as vice president - customer data and loyalty.

The appointment marks a return to Asda for Chalmers, who worked for the supermarket between 2012 to 2017 as marketing director.

He rejoins the firm from JD Sports, where he has been working as global customer director since June 2024.

Chalmers has also spent time working for travel firm Thomas Cook.

Prior to joining Asda in 2017, Chalmers held senior roles at holiday company Jet2, Tesco and car maker Ford.

Chalmers, who is rejoining Asda in January 2026, will lead the strategic development and execution of the Asda Rewards customer loyalty programme, as well as digital and performance marketing for Asda.com and George.com.

Asda said his responsibilities also include customer relationship management (CRM) for both brands and the advancement of Asda’s customer data strategy.

"We are pleased to welcome Chris back to Asda to oversee our customer data, loyalty and digital marketing strategy,” said Rachel Eyre, chief customer officer at Asda. “This is a strategically critical role that will help us build stronger relationships with our customers through smarter use of data, improved digital experiences and a revitalised Rewards programme.”

Earlier this month, Asda announced it is rolling out electronic shelf labels (ESL) across 250 UK Express stores.

Implemented through a partnership with digital commerce company VusionGroup, Asda said the new technology aims to improve shelf availability whilst simplifying operations for employees.

Around 700,000 digital displays will be installed across Asda stores, aiming to free colleagues from manually replacing prices in-store so they can focus on customer service.

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