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Retailers - are you maximising your media assets?

There can't be a supermarket buyer or marketing manager in the country who isn't familiar with the story of Tesco Clubcard, the loyalty scheme that over half of UK households actively use. And if you talk to people in the industry, they'll tell you that the genius of Clubcard is to unlock the secrets of our shopping behaviour at an incredibly detailed level, to let Tesco understand exactly what their customers want, how they shop categories and which products they are most loyal to rather than simply understanding which products sell the most.

There is another side to the Clubcard story which is less well-known: that Clubcard heralded a marketing revolution as well as an insight one. Offers and messages tailored according to purchase behaviour. Targeting methods that select the most relevant offers for each shopper. And in-store signage and digital media right up to the point of consideration and purchase.

Putting the store to work

Retail media is maturing into a toolbox that lets you talk to customers at home, online, in-store and outdoor. As a retailer, developing your own Retail Media gives you two key sources of competitive advantage: firstly, it opens up new revenue streams by commercialising the audience you already have. And secondly, it allows you to drive sales and increase market share.

To learn more about how you can start maximising your media assets, talk to us.