How can Retail Media really deliver?

Welcome to dunnhumby's?The Science of Shopping?newsletter where we look at the trends shaping the future of retail, and share the top insights that matter most to retailers and CPGs. In this special edition, Nick Ashley , Managing Director of Tesco UK at dunnhumby, discusses the benefits of retail media for advertisers and customers .

Q: Beyond commercial growth, how has retail media developed in recent years?

A: The industry is evolving, not just growing. We’ve seen the launch of a number of new retail media networks and platforms, giving advertisers greater control and visi-bility over their activities. There’s also market cohesive-ness, moving from a collection of disjointed and disparate products to a more connected ecosystem where advertisers can consistently reach customers from sofa to store. Retail media now works across the marketing funnel, online and off. It’s a fundamentally smarter and more effective proposition.

Q: What have been 特易购公司 ’s advances in this area?

A:?Over the past decade, Tesco has built a track record of innovation and successful supplier partnerships in retail media. Twelve months ago, we launched Tesco Media and Insight Platform, powered by dunnhumby, which is the next step in the evolution of our offering.

It’s a suite of products across online and in-store media, as well as customer insights, helping brands improve engagement with Tesco customers for more personalised experiences. It also offers self-serve capabilities, which we know is increasingly important to brands and agencies.

Tesco’s weekly media reach rivals some of the biggest online platforms, and that’s combined with data and insights from over 20 million Clubcard holders. All of this allows brands to focus on customer groups that matter most to them while still being able to communicate at scale.

Q: How can retail media successfully reach customers?

A:?We offer effective mass broadcast media channels to drive awareness and consideration. Tesco Magazine is the most-read print publication in the UK, and Tesco has the largest out-of-home digital display network within the retail industry. Our recently launched partnership with ITV, allowing brands to reach Tesco customers on ITVX, is another innovative way for advertisers to deliver precision at scale.

Nuance is key, though. Retail media is at its best when viewed through a strategic lens, with different channels and tactics achieving different goals. If you want to communicate with millions of shoppers at once, you can, but you can also target an exclusive group of customers.

To deliver this precision, it’s hugely important to us that we look after all the data our customers choose to share with us. We only use data that customers have opted to share, and we want customers to be confident that all data is safe, secure, and used to offer a more relevant shopping experience.

Q: How does it influence decision-making from sofa to store?

A:?Retail media gives brands access to a diverse range of channels and activations. In store, for instance, you have traditional formats like printed point of sale, radio, magazines, and sampling , all of which can help to inspire customers when they’re making their minds up about what to buy.

Online, there are almost unlimited ways to engage. It’s possible to do everything from surface-relevant sponsored products in search results to providing personalised offers designed to provoke a speci?c response.

We have also struck several partnerships with other media brands , allowing advertisers to reach Tesco customers on other platforms such as Facebook and Google. This will enable richer formats like video to become a key component of a media plan.

In-store and digital are no longer separate strands but parts of a connected advertising environment.

Learn more about retail media and its impact on measurement and ROI .