Asda rolls out expansion of retail media with SMG deal

Asda has appointed a new retail media partner as part of plans to expand its media network in more stores, through new digital channels, and by launching what it claims will be “innovative propositions”.

SMG takes over from GIG Retail, which has managed the business for the past eight years, although a large number of GIG Retail employees will join SMG under TUPE regulations to continue to work on Asda Media.

The company will tap into Asda’s customer data to create targeted, insight-driven, creative omnichannel campaigns, designed to help brands reach the right audience through the right touchpoints, whether that be social, digital, TV, or in-store.

The retailer says 19.7 million households in Britain shopped at Asda last year, with 80% of customers shopping both online and in-store. More than 5 million customers have signed up to the Asda Rewards loyalty scheme, since its launch 18 months ago.

SMG’s proprietary software Plan-Apps, which is already used to plan £1m of media spend every day, will be embedded into Asda’s technology stack, enabling a smooth end-to-end planning, management, and measurement cycle for campaigns.

Complementing this, it is claimed that SMG’s centre of excellence combines creative thinking and precision planning with an in-depth market understanding and unrivalled retail media measurement capability.

Asda senior director of media and insight commercialisation Jon Beill said: “We have decided to partner with SMG as we feel they can help propel Asda Media forward at a critical time for us. We have ambitious growth plans and are investing in creating a market leading retail media network. More to come on this in the next few months.”

SMG chief executive Sam Knights added: “In our 15 years we have championed connected commerce marketing; forming better connections between the brand, the retailer, and the customer – an ideology that has become even more prevalent in today’s world.

“The Asda brand and loyal customer base allows for a truly exciting opportunity to build a sophisticated and innovative retail media offering for brands and we can’t wait to get stuck in.”