The opportunity
Asda is one of the UK's largest grocers, serving millions of customers a week across more than 1,000 stores, an online grocery business, and George, its clothing and home brand.
Retail media is one of the few genuinely high-margin growth levers available to a grocer, which is exactly why every UK retailer is building one. Launching retail media isn’t the hard part. The hard part is finding revenue that is genuinely incremental while improving the customer experience.
Grocery makes that harder than most categories. Baskets are high-frequency and low-margin, customers are price-sensitive and habitual, and checkout is the most guarded real estate in the business.Anything introduced between basket and confirmation needs to make the experience more relevant for the customer while delivering measurable commercial value.
So the question Asda's team set was not how much revenue they could extract from checkout. It was whether they could monetise the moment in a way customers never experience as a cost, and prove it.
The strategy
Asda started using Rokt Thanks on George’s confirmation page in January 2025. George runs a conventional ecommerce funnel which made it a sensible place to learn how post-purchase offers actually land with customers. Volume was meaningful, the mechanics were familiar, and do-no-harm monitoring was in place from day one.
The move into more of the Transaction Moment™ was planned rather than opportunistic. Rather than treat Rokt Pay+ as a leap of faith, Asda asked Rokt to design and run a controlled experiment. The two teams worked through forecast modelling together—partly to size what the payments page could deliver, mostly to agree the guardrails before anything went live: what to measure, when to pull back, and how to gradually ramp traffic.
Cart conversion rate was monitored throughout the ramp rather and once the data showed no conversion cost, Asda scaled Pay+ across George, then repeated the sequence on Grocery: confirmation page first, then Pay+, with the same guardrails and measurement discipline.
Rokt's AI Brain determines the next best action and native experience for each customer, drawing on signals from across the Rokt Network to deliver real-time relevance.Each transaction is matched to the best-performing offer available at that moment—a level of precision static placements cannot reach at scale.
Additionally, Pay+gives Asda a high-intent, brand-owned surface to put its own financial services products in front of customers at the exact moment they were paying. That surface now does two jobs: earning third-party media revenue, and distributing Asda's own propositions.
Impact
Roughly a year on from having both products live across both brands:
- Pay+ more than doubled Rokt revenue on George, now accounting for 51% of the total. 36% of combined Rokt revenue across Grocery and George is now generated by Pay+, a revenue line that did not exist before the second product went live
- Rokt revenue on Asda's grocery business grew 72% year on year (22 Aug to 21 Sep), driven by both expanded volume and stronger revenue per transaction as the full two-product setup reached scale
- No negative impact to conversion rate across Grocery or George, with uCCR holding steady across more than a year live
- Meaningful adoption of Asda's own financial services products, turning the payments page into owned-media distribution alongside third-party revenue
Rokt is a strong tech partner. Their well-thought-out experimentation plans meant we could prove there was no negative impact on conversion before we committed—which made expanding across both brands an easy decision.
— Jess Fletcher, Head of Digital Retail Media Propositions, Asda
Why it matters
Asda's experience answers the question every UK retail media leader is currently weighing: how to unlock more value from checkout while making the experience more relevant for customers.
Asda didn’t choose between revenue and customer experience, or simply take a vendor’s word for it. The teams agreed on the guardrails first, ramped against them, and expanded once the conversion data was in.
Then there’s the compounding effect. The Confirmation Page proved the model. The Payment Page is where revenue doubled. For retailers already running post-purchase placements, the opportunity may be one surface earlier in the Transaction Moment, on traffic they already have.
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