The Very Group has unveiled its new retail media network, Very Media Group, signaling a strategic evolution in retail media approaches.
- Collaborating with independent operator SMG, Very Media Group aims to leverage a unique combination of data and creative expertise.
- The initiative intends to connect over 200 brands utilizing insights from personal, shopping, and financial data.
- Integration with platforms like Criteo will enhance digital shelf access and customer insights for brands.
- The platform expands into diverse advertising avenues, including influencer marketing and experiential campaigns.
The Very Group, recognized for its digital retail ventures under the Very and Littlewoods brands, has launched the Very Media Group, reportedly a “reimagining of its retail media proposition.” This ambitious move, executed in partnership with independent retail media operator SMG, strategically aims to harness the expansive customer base and innovative creative expertise possessed by the digital conglomerate.
Currently serving 4.4 million active customers, The Very Group seeks to extend its retail media capabilities to engage over 200 brands through its newly established Very Media Group. Unlike conventional retail media networks that predominantly rely on loyalty data, this initiative distinguishes itself by utilizing a “unique combination of personal, shopping, and financial data,” offering profound insights into individual shopping behaviors and customer journeys.
Jessica Myers, chief customer officer at The Very Group, emphasized the robust resources backing the initiative. “We have amazing in-house retail media expertise, one of UK retail’s largest data assets and an outstanding creative team,” she stated. By integrating these strengths with industry-leading partners, the group intends to “give brands even better access and connectivity to families in the UK and Ireland.”
The new platform draws on previous successful campaigns, notably the “Let’s Make It Sparkle” series, including the acclaimed “Haus of Flamingo” series, which substantially improved brand sentiment and customer engagement. Sam Knights, CEO of SMG, highlighted The Very Group’s diverse brand portfolio and invaluable customer data, as crucial elements augmenting this partnership. “By combining their strengths with our technology and expertise, this partnership will enable brands to craft engaging campaigns with exceptional efficiency,” he stated.
Furthermore, the platform will incorporate integration with Criteo’s Commerce Media Platform, providing brands access to the conglomerate’s digital shelf and enhanced customer insights. This innovative initiative will broaden its offerings to include above-the-line advertising, influencer marketing, and experiential campaigns, providing brands with multiple avenues to connect with their customers.
The launch of Very Media Group signifies a strategic advancement in utilizing retail media for enhanced brand connectivity.
