Tesco, the UK’s largest grocer, is expanding a partnership with data collaboration platform from LiveRamp to improve data-driven marketing across its grocery, home & clothing, mobile, and retail media divisions.
Through the platform, the retailer aims to use its Clubcard data insights to improve personalisation across paid media campaigns.
Brands advertising with Tesco will have access to “advanced targeting capabilities” and better consumer segmentation, for example by dietary requirements.
The platform rollout means that Tesco advertisers can also access and use the supermarket retailer’s onsite and in-store media performance to improve Return on Ad Spend.
“Tesco’s mission is to deliver the most personalised shopping experiences to our customers across all touchpoints,” Tom Mardon, head of media and campaign planning at Tesco told The Grocer.
He said that highly accurate targeting and transparent measurement across digital and in-store has given the company the flexibility to “collaborate at scale” with multiple media partners.
“In collaboration with our agency partners, this has created more relevant and personal communication that will help drive the brand,” continued Mardon. “At the same time, it provides a platform we can share with our CPG partners.”
The move comes after Tesco announced earlier this year that it would trial personalised pricing with a select group of Clubcard members.
The limited trial offered participants ‘Your Clubcard Prices’ on selected products that the supermarket knows they like.
Last year, Tesco also announced it would use AI to offer customers personalised challenges that could win them extra points for its Clubcard loyalty scheme.
In 2024, the retailer also revealed plans to roll out geographically targeted ads in-store via its ‘Scan as you Shop’ devices.
While the supermarket first included advertisements on the handsets in 2023, it is now planning to launch location-specific ads linked to a particular aisle or shelf.
