Tesco is launching a media and insights platform, opening up the wealth of customer data it collects through Clubcard and in-store insights to brands and agencies.

The closed-loop platform, called Tesco Media and Insight, powered by Dunnhumby, is designed to help suppliers and their agencies better understand changing consumer needs and develop more targeted and relevant ways to serve customers. This in turn, it hopes, will help both Tesco and its suppliers build stronger connections with customers and drive loyalty.

Tesco’s Clubcard loyalty scheme is used by more than 20 million households in the UK, providing the supermarket with a diverse and nationally representative first-party behavioural dataset. The supermarket also has 7 million regular app users, which combined with Dunnhumby’s analytical expertise, provides the retailer with a wealth of insight that it believes will help suppliers and agencies improve engagement and develop more effective propositions.

Tesco alluded to the launch when revealing its first half results in October, with CEO Ken Murphy saying it would be seeking to better monetise the vast amount of first-party data it gathers via Clubcard.

In terms of the media opportunity, Tesco claims it is able to reach 58% of the British population each week, which is higher than Sky and on a par with Facebook and Channel 4, according to head of media Nick Ashley, talking at the launch event this morning (30 November).

Tesco will offer brands five targeting options through the platform, from one-to-one personalisation through to broader mass reach campaigns.

These include targeted display and sponsored product advertising, the ability to create connected store experiences so brands can target customers across the Tesco store network, and the opportunity for brands to deliver more relevant rewards based on a shopper’s specific circumstances.

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