Tesco’s Media & Insight Platform will be sharing Clubcard data from over 20 million Tesco Clubcard members to optimise the retailer’s customer insights.
The agreement with Omnicom Media Group (OMG) and global customer data science company dunnhumby will allow OMG to use the information to deliver better outcomes at scale for client retail media investments.
This will enable more efficient spending decisions, activation, and optimisation for campaigns across Tesco.com and in-store, as well as across a wide range of offsite media publishers – including ITVX and Meta.
Access to this data and insights will help accelerate and advance Omnicom clients’ connected commerce ambitions across POS, on-site and offsite. It will also provide first-to-market access to the latest product innovations within retail and digital advertising.
The agreement follows retail media’s rapid expansion, as it is expected to grow to over 20% annually until 2027, allowing the partnership to provide Omnicom’s clients with a market-leading proposition that delivers both scale and measurement accountability.
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“We’re pleased to be joining forces with OMG UK on this important strategic partnership, combining their specialist planning and buying expertise with Tesco Media & Insight Platform’s unrivalled scale and leading data science capability, ” said media sales director, Lee Roberts.
“The partnership will provide OMG UK with unique insight and access to data from more than 20 million Tesco Clubcard holders, both sharpening media planning practices and ensuring more investment accountability through closed loop measurement.”
Omnicom’s transact managing director of connected commerce consultancy, Prateek Gupta, who will oversee the team that assures access to the Tesco platform across all Omnicom agencies, added:
“This partnership is a substantial step for OMG UK and our media agencies, in making Retail Media more impactful for our clients.
“Combining our media planning expertise and highly qualified Tesco Clubcard data and audience insights through the dunnhumby Sphere platform will enable us to deliver industry-leading, full-funnel connected commerce campaigns with greater precision.”
