Tesco is planning to set up hundreds of extra instore digital screens as part of its “connected store” customer engagement strategy, which includes the use of digital technologies, integration of online and offline journeys, and data-driven personalisation.
The new screens, which will be run through the Tesco Media & Insight Platform, will allow brands to support product launches, point-of-sale campaigns, and in-store promotions.
The move follows the expansion of Tesco’s digital display advertising network, based outside of stores, which offers brands ad scheduling based on audience behaviours and sales.
The SmartScreen network, which is the result of a partnership between Tesco, its data division DunnHumby and outdoor media giant JCDecaux, includes over 400 digital screens, in addition to 100 new screens which are currently being installed.
Tesco claims the network will be able to reach more than 6 million shoppers every fortnight.
Tesco managing director Nick Ashley said: “Retail media gives brands the opportunity to focus at scale on the customers that matter most to them and to target highly specific audiences. With advanced measurement at its heart, advertisers can be more sophisticated in their spending while seeing the true impact of their activity.”
According to a study from IAB Europe and Xandr Microsoft, published last month, retail media is one of the fastest-growing sectors within the digital advertising industry, with spend forecast to grow from €8bn (£6.9bn) to £21bn (€25bn) in Europe by 2026, as more and more brands turn to the sector to target consumers.
The study showed that 92% of advertisers and 74% of agencies are already partnering with retailers and of those who have not yet engaged, 88% of advertisers and 77% of agencies plan to do so in the next year.
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