Tesco introduces innovative location-based advertising within its supermarkets, enhancing its retail media strategy.
- Customers will encounter brand advertisements tailored to their shopping location, offering a more personalised experience.
- This initiative is powered by Tesco’s ‘Scan as you Shop’ technology, integrating ads seamlessly during the shopping journey.
- New advertising options include video content on digital platforms, expanding Tesco’s media footprint.
- These developments were announced at a recent supplier event, highlighting Tesco’s commitment to modern retail solutions.
Tesco is implementing a novel approach to in-store advertising by integrating location-based adverts into its supermarkets’ operations. The newly introduced system leverages the ‘Scan as you Shop’ technology, allowing Tesco to deliver personalised adverts to customers’ devices as they move through specific sections of the store.
This strategic move provides customers with timely promotions, enhancing their shopping experience and potentially influencing purchase decisions. As articulated by Lee Roberts, Head of Sales at Tesco Media & Insight Platform, “I’m about to go into the frozen aisle and on my Scan as you Shop device I’m delivered a display message for a particular product, offer, or promotion that’s in that aisle. And this can be replayed as you navigate your way around the rest of the store.”
Further expanding its media reach, Tesco has unveiled additional advertising innovations at a supplier event held in London. These include video advertisements available on Tesco’s website and app, enabling brands to launch short-form video promotions, thus broadening their digital engagement strategies.
Moreover, the retailer has introduced store wrap advertising, which will be implemented at up to 50 different locations, providing brands with new physical advertising spaces. This array of media options demonstrates Tesco’s commitment to evolving its advertising competencies and capitalising on modern technology to benefit both customers and advertisers.
Tesco’s advancements in retail media signify a notable shift towards more integrated, technology-driven marketing strategies.
