Asda is expanding its retail media proposition to offer brands access to first-party data activation capabilities on 10 million shoppers to include offsite (Meta), onsite (Asda.com) and D2C owned channels, including email marketing and Asda Rewards.
Asda Access was first launched in January this year by LS Eleven Media Services, an integrated media agency formed through a partnership between Asda and retail media specialist SMG.
It is claimed that with more than £16bn sales in Asda last year across big store and convenience formats, and online shopping translating to trillions of data signals, LS Eleven’s depth of customer data offers brands access to superior customer insights, campaign planning, activation and measurement.
Asda maintains that the first test-and-learn campaigns have yielded impressive results already – successfully driving new-to-brand sales, as well as longer-term value with a new-to-brand repeat purchase rate of up to 69%.
The scalable proposition has delivered brand return on advertising spend of up to £14, and impressions exceeding 4 million. Meanwhile, a wider multiple channel analysis has also showed that when in-store activity was amplified by Meta, the brand observed a 2x stronger performance vs in-store with no offsite media support.
LS Eleven Media Services has selected LiveRamp as its data collaboration partner to bring Asda Access to market. The solution will leverage LiveRamp’s data collaboration platform to enable planning, audience activation, and campaign measurement powered by Asda’s first-party data.
This is underpinned by LiveRamp’s global Data Collaboration Network and supported by a durable identity infrastructure, improving brands’ ability to deliver a more personalised advertising experience to Asda customers, as well as measuring the impact across upper funnel media channels.
Utilising Plan-Apps, brands have the opportunity to pick from approximately 3,000 predefined first-party audience segments or build custom audiences to suit a brief, supported by access to in-flight measurement and reporting.
To further scale campaigns, brands can reach these customers across multiple offsite channels including Meta. In addition, they can work with the Asda Creative studio team to produce bespoke creative to better engage with customers online.
There are three flexible collaboration models on offer to brands: managed; self-serve for agencies who prefer to activate their own media buying; and super self-serve for brands who want direct access to granular Asda data in a LiveRamp clean room.
LiveRamp UK retail and CPG director Seth Tapsfield said: “Customers now expect more personalised, omnichannel experiences regardless of the media, so we are excited to partner with the Asda and LS Eleven teams to enable brands to connect with audiences derived from first-party data.
“Asda Access and LiveRamp’s extensive network of data collaboration partners open up the ability for brands to implement holistic data-driven campaign strategies, enabling customer insights from activation to measurement, giving a clear, deterministic view of their campaign performance.”
LS Eleven senior director Jon Beill added: “We’re excited about these innovations, which give brands even more opportunities to connect with Asda shoppers through our Rewards customer data. As we continue to expand our retail media offering, we’re building out more channels to help brands reach the right audience, showcase their products effectively, and – crucially – measure the impact of their campaigns.”
“Looking towards the future, Asda Access capabilities will continue to grow to include exclusive second-party partnership data and third-party banking and social demographic data. They will also continue to expand their media footprint to include more offsite social and video platforms.”
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