Brand owners are being offered the chance to launch their own digital shopfronts on the Sainsbury’s online platform in a move which it is claimed will increase brand engagement and encourage purchases that drive incremental sales.
“Branded Shops” is the brainchild of Nectar360, the company which owns and operates the Nectar loyalty programme, as well as managing Sainsbury’s and Argos retail media services.
Co-developed by Nectar360 and retail media provider CitrusAd the scheme is claimed to be a first-of-its-kind offering available to clients on the Nectar360 eCommerce Media Platform, which was launched in 2020.
The platform gives clients the ability to build custom pages on sainsburys.co.uk to create a “shop-in-a-shop” experience that gives customers access to all of a brand’s products in one location.
The offering can be launched in as little as 10 days and include up to 100 products per page, with key features including flexible, pre-designed templates that are easy to use; self-serve capabilities that allow brands to design and manage their pages through a simple and intuitive user interface; and best-in-class reporting that provides insight into in-flight impressions, add-to-cart metrics and more.
Nectar360 director of digital media Alice Anson said: “This is not just a first for us, but in the retail sector as a whole, so we’re very excited to see how our clients respond. We are constantly looking at ways to deliver an easier, quicker and more intuitive experience on the platform, our self-serve model puts the power in the hands of clients, this is an important step forward.”
Dentsu ecommerce director Matt Lane commented: “Adding Branded Shops into the platform gives us a brilliant opportunity to partner with our clients to deliver across more areas of their ecommerce business, particularly when it comes to building a brand story with their customers.
“We’re particularly keen to see the additional reporting and measurement solutions being introduced, which will ensure we can be proactive and agile with budgets and confident in judging the success of our campaigns.”
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