Tesco and dunnhumby have launched the next phase of its Tesco Media & Insight Platform, which will allow brands and agencies to understand their customers “like never before.”
The UK’s largest retailer confirmed several partnerships, such as with ITVX and Pinterest, that will expand the offsite channels available through the platform.
Bringing together Tesco’s “extensive” understanding of its customers through Tesco Clubcard and instore insights, and dunnhumby’s leading data science expertise, the platform will reportedly enable brands to build stronger relationships with customers and engage with them at scale.
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The combination of over 20 million active Tesco Clubcard users and dunnhumby’s analytical expertise creates a “powerful” digital capability, as their agencies now have the right insight to drive more interactive, two-way relationships with consumers.
Since its launch in November last year, over 450 of the UK’s leading brands have worked with Tesco Media & Insight Platform.
The closed-loop platform will also allow Tesco to increase their return on ad spend; from £6.60 with Tesco Media for multichannel campaigns, compared with £3.80 on other channels.
“Retail media gives brands the opportunity to focus at scale on the customers that matter most to them and to target highly specific audiences,” Tesco MD at dunnhumby, Nick Ashley said.
He added: “With advanced measurement at its heart, advertisers can be more sophisticated in their spending while seeing the true impact of their activity.”
“Whether it’s what they’re buying, where they’re shopping, how they consume media, how they make shopping decisions or what inspires them, the Tesco Media & Insight Platform gives brands and agencies that ability to understand and reach their customer like never before.”
Membership and loyalty director at Tesco, Tash Whitmey commented: “One year on from launching Tesco Media and Insight Platform, powered by dunnhumby and we’re gaining real momentum.”
Whitmey said that Tesco’s weekly media reach rivals some of the biggest online platforms and “we’re excited about opportunities to help brands to connect with their customers in a meaningful way, at scale.
“It is a big part of our strategy, through I Love my Tesco Clubcard, to better engage our customers and provide them a more personalised and responsive offer.
“We’re using our unrivalled digital platform to create additional value and increase loyalty, making sure that the more customers use Tesco, the more useful it is to them,” she said.
The news comes as the CEO of Big 4 grocer Tesco, Ken Murphy, has warned that customers will spend less this Christmas as a result of the ongoing cost-of-living crisis.
