Asda selects Walmart marketing expert to reverse falling sales

ASDA has brought in an shopper marketing expert from Walmart to become its third chief customer officer in less than two years.

Andy Murray will start next week, replacing Barry Williams in the crucial role of getting the Leeds-headquartered supermarket engaged with its customers.

Prior to joining Walmart, Mr Murray has previously held roles with Hallmark and Proctor & Gamble as well as founding his own shopper marketing agency, Saatchi & Saatchi X.

He is the second recent appointment to Andy Clarke’s senior management team, following the recruitment of Roger Burnley from Sainsbury’s. He will join as chief operating officer in October.

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Mr Murray will replace Barry Williams who is leaving Asda after eight years.

This follows the announcement that Asda’s market share had dropped to 16.2%.

However plans are in the works as part of Project Renewal to drop the prices of thousands of goods, including fresh produce, and change the fortunes of the ailing supermarket, as discounters Aldi and Lidl move in on its turf.

“Implementing Project Renewal needs the right leadership team to steer Asda through the rapid, permanent shift that taking place in this market whilst fundamentally changing how we do business,” said Asda chief executive, Andy Clarke.

“It will mean that we can deliver low prices with great quality without compromising the financial stability of our business.

“It is in this context that I am delighted to welcome Andy Murray to Asda as our chief customer officer. His 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.”

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