Walmart owned English supermarket chain Asda has appointed Andy Murray as its chief customer officer. Mr.Murray, a former P&G marketer is currently working with Walmart as its senior vice-president of creative and customer experience. He will join the board of the UK supermarket on 15 February. Andy Murray replaces Barry Williams who has been with Asda for the last eight years.
Murray’s appointment is at a curtail juncture where Asda, fighting against the discounters has initiated a Project Renewal plan, which the company describes as a “blueprint for the future of the business designed to consolidate its position as the UK’s lowest price full range supermarket.” The Asda’s executive board headed by Chief Executive Andy Clarke is looking to transform the operations to adapt the chaining customer attitude.
Clarke said: “Keeping ahead of what our customers want by recognising when their needs change and adapting how we do things is the cornerstone of Project Renewal. It will mean that we can deliver low prices with great quality without compromising the financial stability of our business.” “[Murray’s] deep understanding of global retail trends, creative marketing and customers’ shopping habits will bring a new dimension to our strategy to overhaul our offer, merchandising and value proposition and transform of our stores, starting with the largest 95 stores.”
Murray before coming to Walmart worked with Hallmark and P&G in its marketing and technology posts. While at Walmart he was in charge of customer-facing innovations and marketing. Murray founded a shopping marketing agency named Saatchi & Saatchi X as well.