Tesco has announced significant upgrades to its retail media offerings, highlighting a forward-thinking approach to customer engagement.
- Video advertising is now available on Tesco.com and its app, reaching millions of users through dynamic content.
- The introduction of store wrap advertising marks a first in retail, with up to 50 locations being part of this innovative approach.
- The comprehensive measurement framework is set to set new benchmarks in retail media effectiveness, with omnichannel attribution expected by 2025.
- A newly launched insights portal aims to enhance personalized advertising experiences using Clubcard data.
In a move poised to revolutionize retail media, Tesco has rolled out extensive enhancements to its advertising capabilities. The retailer has introduced video advertising options on its website and app, engaging over 16 million app users with compelling short-form content. This strategic advancement enables brands to effectively connect with consumers in a digital sphere prevalent with activity.
A landmark initiative in Tesco’s advertising portfolio is the store wrap advertisement, a novel approach that encompasses entire store locations. This unique method will be deployed at up to 50 locations, providing unprecedented exposure for brands. Accompanying this, state-of-the-art digital screens and improved product sampling opportunities will further augment in-store advertising strategies.
Tesco’s Media Insight Platform has also launched an innovative measurement framework. Designed in collaboration with advertisers and industry bodies, this framework aims to demonstrate the full-funnel impact of retail media campaigns. The omnichannel attribution is scheduled for 2025, indicating Tesco’s commitment to setting new standards in retail media performance and transparency.
A significant component of Tesco’s media strategy involves leveraging data from its extensive Clubcard membership, which exceeds 23 million members. The company has expanded its partnership with The Trade Desk to facilitate access to this rich data source, empowering brands with the ability to create highly targeted advertising efforts. This expanded audience segmentation through the Dunnhumby Sphere platform aids brands in re-engaging with lapsed customers and acquiring new customers across various channels.
The launch of a new insights portal further enhances the personalized advertising experience by utilizing smart insights derived from Clubcard data. Tesco Media’s managing director, Tash Whitmey, emphasized the retailer’s leadership in retail media, highlighting the strategic use of these insights to refine audience targeting and enhance customer experiences. Whitmey stated, “As retail media continues to grow and expand, Tesco is leading the way. We use smart insights from our growing Clubcard base to build refined audiences, offering precision at scale.”
Tesco’s strategic advancements firmly position it as a leader in the evolving landscape of retail media.
