Merkle expands ASDA partnership for George digital growth
Wed, 12th Aug 2026 (Today)
Merkle has expanded its partnership with ASDA to lead a new digital growth programme for George, extending an 18-year relationship between the companies.
The programme will focus on George, ASDA's clothing and homeware brand, as the retailer aims to increase online sales and improve the customer experience. Merkle will continue to provide end-to-end digital support while taking on a broader strategic role.
The new agreement centres on a transformation plan to scale George's digital business over the next five years. Developed jointly, the plan is intended to create a more connected digital model with a stronger commercial focus.
Five areas
The initiative is structured around five workstreams: changes to George's website and app, greater use of customer data, updates to customer relationship management systems, operational improvements, and the development of new customer experiences and services.
Merkle will also continue to provide round-the-clock support for George's digital platforms through its global delivery network. This will sit alongside teams working on ongoing improvements, new features, and other digital projects.
The expanded brief comes as ASDA invests in George across both online and physical retail. Alongside the digital programme, the supermarket group is increasing the brand's store presence through standalone outlets focused on clothing and general merchandise.
The broader strategy suggests ASDA sees George as an important part of its retail offer, particularly as clothing and homeware retailers face ongoing pressure to improve online shopping journeys while controlling costs.
George has long been one of the UK's best-known supermarket clothing brands. Deepening an existing supplier relationship, rather than pursuing a more visible reset, may reflect ASDA's preference for continuity as it updates its digital operations.
Chris Freeland, Chief Executive Officer, Merkle UK&I, outlined the company's view of the next stage of the work.
"George is an iconic British brand with significant growth potential, and we're proud to have supported its digital journey for nearly two decades. This next phase of our partnership is focused on unlocking that potential through a truly customer-centric, data-driven approach, combining experience innovation with operational excellence to deliver meaningful business impact," said Freeland.
Barney Burgess, Vice President Online, George.com at ASDA, said the programme builds on work already carried out between the two companies.
"Our collaboration with Merkle has been instrumental in shaping George's digital evolution. This new programme represents an important step forward as we invest in delivering an even better, more personalised experience for our customers, while driving sustainable long-term growth across our clothing business," said Burgess.
Merkle, part of dentsu, operates in more than 30 countries and employs more than 16,000 people. Its long-running relationship with ASDA dates back to the agency's earlier identity as Isobar, giving the partnership an established operational history as George enters its next phase of digital investment.