Retail media’s first-party data revolution is gaining momentum, and this week TWIRM asks: Can retail giants spin their huge haystacks of loyalty data into advertising gold?
TWIRM, as everyone in-the-know knows, is the This Week in Retail Media podcast, where Kate Dickson, Head of Marketing and Communications, Retail Media, STRATACACHE, and Jonathan Rosen, STRATACACHE’s Global EVP of Retail Media Strategy, reach across the Atlantic to discuss three retail media news stories that intrigue them, excite them and, even sometimes, float their proverbial “boats.”
This week, the first story putting the wind in their sails (courtesy of Decision Marketing) is about UK retail powerhouse Tesco deepening its partnership with data collaboration platform LiveRamp. Together they will mine the first-party data of Tesco’s 23 million-strong ClubCard households. Not only does Tesco hope to deliver more personalized shopping experiences to its customers—it’s also a move to attract more CPG brand partners to its fast-expanding Retail Media Network by offering granular insights to drive better personalized ad campaigns across all addressable media channels.
For Jonathan, Tesco’s push for data-driven omnichannel ad targeting—from in-store to onsite, off-site and even CTV—is the key takeaway. “This will benefit all of their channels,” he notes. “It opens up more inventory for advertisers, but even more importantly, it’s inventory that’s better targeted.”
From Tesco’s aisles, Kate and Jonathan sail to Home Depot, which is cleverly expanding the offerings on its Orange Apron Media Network beyond products for sale in-store to lifestyle brands relevant to renovation-minded shoppers, such as insurance, travel and telecom. Lastly, they drop anchor to dive into GoPuff’s audacious bid to turn TV commercial breaks into 15-minute snack delivery opportunities.
Click here to hear Kate and Jonathan discuss Tesco’s innovative push to mine its mountains of loyalty data for solid-gold customer insights.
