How supermarket shoppers became part of a £2bn goldrush
7 months, 3 weeks ago

How supermarket shoppers became part of a £2bn goldrush

The Telegraph  

Sainsbury’s, meanwhile, is planning to double its in-store screens from 320 to more than 800, while Morrisons last week rolled out a new trolley advertising network across its stores. “Retail media will be seen as a potential quick win.” At the heart of this are loyalty cards, which effectively push customers into handing over data in exchange for discounts. “We’re brilliantly placed to give our customers a tailored shopping experience, meaning they can get the products they want, whenever and wherever they need them,” says Nick Ashley, Tesco’s director of media and insight. “For our advertiser partners, it provides them with a powerful way to reach their customers more effectively in store, online and with our growing range of media partners.” In 2020, Sainsbury’s merged its loyalty programme with in-house marketing agency i2C to create Nectar 360. “This means they can understand the real return on investment.” Simon Roberts, Sainsbury’s chief executive, this week said brands could benefit from a much higher return on investment compared to traditional advertising “because what you’re doing is able to talk to a much more targeted group of customers”.

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