The Very Group has launched the Very Media Group, a new retail media platform aimed at enhancing brands’ access and connectivity.
- Partnering with SMG, this move leverages The Very Group’s substantial customer base and creative capabilities.
- The initiative will expand retail media capabilities to over 200 brands, offering an in-depth understanding of shopping behaviours.
- Criteo’s Commerce Media Platform integration will enable improved access to digital shelves and consumer insights.
- The platform will include above-the-line advertising, influencer marketing, and experiential campaigns to engage UK and Ireland families.
The Very Group has made a significant stride in the retail media landscape with the launch of the Very Media Group. This new initiative aims to revolutionise the way brands connect with their audience by offering a unique retail media proposition. Partnering with SMG, an independent retail media operator, The Very Group is set to utilise its extensive digital reach, characterised by 4.4 million active customers, to enhance brand access and connectivity.
Central to this proposition is the platform’s focus on utilising a ‘unique combination of personal, shopping and financial data’. Unlike many existing retail media networks that predominantly rely on loyalty data, Very Media Group intends to provide a holistic view of individual shopping behaviours and customer journeys. This strategic approach is expected to improve the precision and effectiveness of brand campaigns.
Jessica Myers, Chief Customer Officer at The Very Group, articulated the value of the company’s in-house expertise and expansive data assets, stating, “We have amazing in-house retail media expertise, one of UK retail’s largest data assets and an outstanding creative team. Now, we’re bringing them together alongside industry-leading partners.” This collaboration with SMG enhances the proposition by combining The Very Group’s broad brand spectrum — spanning sports, electronics, home goods, beauty, fashion, and toys — with cutting-edge technology and expertise.
Moreover, the platform’s capabilities will be augmented by integrating Criteo’s Commerce Media Platform. This will provide brands with improved access to the digital shelves and consumer insights of the online retail group, thereby allowing for more tailored and effective marketing strategies. Additionally, the Very Media Group aims to broaden its reach through above-the-line advertising, influencer marketing, and experiential campaigns, offering brands innovative ways to engage with families across the UK and Ireland.
Sam Knights, CEO of SMG, acknowledged the unique position of The Very Group in the retail space, highlighting the value of its diverse brand portfolio and extensive customer data. This partnership, according to Knights, will empower brands to create more engaging and efficient campaigns.
In conclusion, the launch of the Very Media Group represents a transformative step for retail media, providing brands with enhanced tools and insights for engaging UK and Irish consumers.
