Tesco has introduced significant upgrades to its retail media strategy, incorporating innovative video and store wrap advertising.
- This development allows for enhanced engagement through short-form video content on Tesco.com, targeting over 16 million app users.
- In-store advertising has been expanded with digital screens and innovative store wrap options available at up to 50 locations.
- A new measurement framework has been designed in partnership with industry leaders to accurately assess campaign impacts.
- Enhanced data capabilities through the Dunnhumby Sphere platform enable more personalised advertising experiences.
Tesco has made a decisive move to strengthen its retail media presence by launching video advertising on both its online platform and mobile app. This strategic enhancement targets over 16 million users, offering brands the opportunity to engage with customers through short-form video content, which is a rapidly growing area of digital marketing.
Further transforming the in-store advertising landscape, Tesco is set to introduce digital screens alongside innovative store wrap advertising, a novel concept for the retail sector implemented across up to 50 store locations. This ambitious initiative offers brands unique avenues to reach and captivate in-store shoppers.
Integral to this upgrade is Tesco Media’s new comprehensive measurement framework, constructed with input from key advertisers, leading agencies, and industry bodies. This framework promises to set a new benchmark for assessing the comprehensive impact of retail media campaigns, with plans to integrate omnichannel attribution by 2025.
In parallel, Tesco’s insights portal, powered by the Dunnhumby Sphere platform, opens doors to expanded audience segmentation. Leveraging insights from over 23 million Clubcard members, brands can now craft more relevant and personalised advertising strategies. This capability facilitates re-engagement with past customers and the acquisition of new ones, reflecting Tesco’s ambition to elevate customer experience and drive business growth.
Tesco’s partnership with the global advertising technology firm The Trade Desk further enhances its data-driven capabilities, providing brands access to invaluable Clubcard user data. According to Tash Whitmey, Managing Director of Tesco Media, their strategy is centred on creating ‘immersive omnichannel brand activations’ that not only boost customer experience but also foster significant business growth.
Tesco’s strategic advancements in retail media reaffirm its leadership and commitment to transforming customer engagement and driving growth.
