Waitrose has inked a partnered with retail media technology company CitrusAd to introduce targeted advertising across the grocery retailer’s website.
The new partnership aims to help brands place relevant and targeted ads, allowing customers to see more tailored products and customised offers.
Features of the new online advertising overhaul include suppliers being able to bolster their online presence through sponsored search and category product ads, as well as sponsored offers and checked ad campaigns.
The new move replaces static advertising – where customers are all served the same advert – with a personalised version, where shoppers are given updates from brands based on data from their product searches or areas they browse on Waitrose.com.
The new advertising model also gives suppliers the flexibility to change or boost their campaigns, rather than being tied into long-term fixed tenancy slots, allowing them to take advantage of seasonal events.
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The partnership comes amid Waitrose’s ongoing investment in data and loyalty, which follows the supermarket’s recent collaboration with Dunnhumby earlier this year.
“Advertising on retailers’ websites is nothing new, but it traditionally took a blanket approach, meaning customers saw promotions that just weren’t of interest,” said Waitrose retail media sales lead Phil Eacott.
“Now, we’re able to target ads much more effectively so customers get much more relevant offers, and brands get even better engagement.”
CitrusAd Europe, Middle East and Africa regional CEO Alban Villani added: “Relevancy is key when it comes to customer experience. Since working with Waitrose to offer targeted adverts to customers, ads on their website have begun well outperforming industry benchmarks.”
“What’s more, the brands they work with get real-time data on their campaigns, and can easily update their campaigns to help stay relevant.”
