Supermarket giant Asda has recruited JD Sports’ customer director, Chris Chalmers, to lead a major upgrade of its customer data and loyalty strategy.
(Image Source)
AsdaSupermarket chain Asda has signalled an intensifying push into customer loyalty and data strategy by hiring Chris Chalmers, Global Customer Director at JD Sports, as its new Vice President of Customer Data and Loyalty.
(Image Source)
Image: Chris Chalmers
Return to Asda, fresh mandate
Chalmers will take up the role in January 2026, marking a return to Asda—he previously served as the retailer’s Digital Marketing Director from 2012 to 2017.
In his new post, he will oversee the development and execution of Asda’s Rewards loyalty programme, direct digital and performance marketing for Asda.com and George.com, manage customer relationship management (CRM), and spearhead improvements to Asda’s customer data strategy.
Asda’s Chief Customer Officer, Rachel Eyre, described the hire as “strategically critical,” saying it will help the retailer “build stronger relationships with customers through smarter use of data, improved digital experiences and a revitalised Rewards programme.”
Background and career
Chris Chalmers brings extensive marketing and digital experience to Asda:
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Former roles at Tesco and Jet2 in marketing and digital strategy.
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Consultant for Morrisons between 2023 and 2024.
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Previous five-year stint at Asda from 2012 to 2017.
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Spent the last 18 months at JD Sports as Global Customer Director.
Strategic context and implications
Chalmers’ appointment is part of a wider restructuring of Asda’s customer leadership team, led by Rachel Eyre. It aligns with Asda’s broader ambition to enhance digital engagement, expand its Rewards scheme, and compete more effectively with loyalty programmes from Tesco, Sainsbury’s, and Amazon.
The retailer is also increasing investment in AI-driven personalisation and data partnerships to boost insight-led marketing and improve customer experiences across physical and online channels.
Asda’s e-commerce operations—spanning Asda.com and George.com—currently generate around £3.2 billion in annual sales, underscoring the strategic importance of integrating loyalty and data analytics to drive growth.
Challenges ahead
Chalmers will face several challenges as he takes the helm:
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Revitalising loyalty: Making the Rewards programme more engaging and competitive.
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Data privacy: Maintaining trust amid stricter data protection expectations.
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Omnichannel consistency: Aligning in-store, online, and app experiences.
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Technology delivery: Executing AI and data strategies effectively across teams.
By bringing back a proven marketing leader with strong digital credentials, Asda is betting on data-driven innovation to boost loyalty and customer satisfaction. Chalmers’ success will depend on how effectively he can translate insight into action—and turn Asda’s customer data into one of its most powerful competitive assets.
Source: Asda
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