Sainsbury’s gives brands access to online ad platform

sainsbury.jpg 2Brand owners and their agencies will be able to launch targeted advertising across the Sainsbury’s website and receive realtime return on investment and analytics reporting through a new platform developed by Nectar360 and tech firm CitrusAd.

Nectar360, which owns and operates the Nectar loyalty programme, manages Sainsbury’s and Argos shopper marketing services, offering brand owners customer insights.

The partnership with CitrusAd is designed to give brands an enhanced understanding of Sainsbury’s ecommerce space allowing them to create ecommerce campaigns with realtime reporting that allows for insight, learnings, and “inflight” campaign optimisation.

Previously advertisers could pre-buy a tenancy slot for sponsored products, but without the data and metrics to measure the effectiveness of a campaign.

The system also provides flexibility to edit campaigns on the fly, be more reactive and ‘in the moment’, for example to take advantage of seasonal weather changes or events. It will also bring its onsite display media into this format from 2021.

Using performance-based metrics in the live reporting dashboard, brand managers and advertisers can measure the ROI of their campaigns at any time of day down to an individual product level and even by search term – providing more analytics and a greater understanding of how products perform on an ecommerce platform.

With a significant increase in online shopping during the Covid crisis and growing demand for delivery slots and click & collect, Sainsbury’s says it has continued to invest heavily in its ecommerce and contactless shopping capabilities to help adapt to new shopper behaviours.

Nectar360 managing director James Moir said: “We set out to create an easy to use, self-serve performance-based retail media platform that offers our brands the best in terms of digital campaign design, delivery and measurement, whilst enhancing and maintaining our customers online shopping experience. The end result is a platform powered by Nectar360 data in partnership with CitrusAd.”

Citrus is currently providing retail media technology and support to leading retailers across 22 countries, serving 28 billion ad requests annually and has recently opened a third office in the US, together with offices in the UK, Netherlands and Spain. The company also works with Ocada and Tesco-owned DunnHumby.

Chief executive Brad Moran said: “Covid lockdowns and ongoing restriction measures, particularly in the UK, have led to a change in consumption patterns and the way we shop that is unlikely to go back to the way it was before the pandemic.

“In the last few months retailers have seen online orders increase four or five-fold and are investing heavily in ecommerce capabilities to meet demand now and in the future. By partnering with leading retailers like Sainsbury’s, we can help them to more effectively monetise their digital platforms and support them in delivering the true value of ecommerce to their suppliers – and customers.”

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