The strategy centers on two primary tools: Rokt Pay+, which operates on the payment page, and Rokt Thanks, which appears on order confirmation screens. These systems analyze customer behavior in real time to present personalized, relevant offers without introducing friction to the checkout process. According to Chris Chalmers, Vice President of Customer Data and Loyalty at Asda, the initiative was designed to enhance the shopping journey while simultaneously delivering measurable financial value.

Performance metrics following the rollout demonstrate significant growth. For the George brand, revenue generated via Rokt more than doubled after the integration of Pay+, which now accounts for 51% of the company's total Rokt-driven earnings. Across the combined grocery and clothing sectors, that figure stands at 36%. Furthermore, Asda’s online grocery business saw a 72% year-on-year increase in Rokt-related revenue over a 30-day comparison. Courtney Hopkins, SVP of Strategic Partnerships at Rokt, noted that the payment page represents a high-intent moment that has historically remained underutilized by retailers.