Asda has appointed software company SMG as its new retail media partner as it looks to expand its network across more UK stores.
SMG will manage the supermarket’s retail media planning and operations functions, as Asda looks to add new digital channels and introduce innovative propositions.
One of the first steps for the partnership will see SMG and Asda building a roadmap for 2024.
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It comes as the retailer looks to further invest in the sector to create a “market-leading” retail media network.
SMG will use customer information and data from the grocer’s loyalty scheme, Asda Rewards, to create targeted, insight-led, creative omnichannel campaigns across targeted touchpoints via social, digital, TV and in-store.
Asda senior director for media and insight Jo Beill said: “This is an exciting time for Asda and the retail media industry, and we have decided to partner with SMG as we feel they can help propel Asda Media forward at a critical time for us.
“We have ambitious growth plans and are investing in creating a market-leading retail media network. More to come on this in the next few months.”
