Asda is boosting its retail media capabilities as it expands its retail media network across more UK stores, adding new digital channels and introducing innovative propositions.
A new retail media partnership with SMG will see the business managing the retail media planning and operations functions of the supermarket’s business.
The move has been designed to elevate Asda’s retail media capabilities as part of its wider commercial strategy, as it looks to develop a “market-leading” retail media network. It will see the supermarket boosting its investment into the sector, which is currently one of the fastest-growing areas of retail marketing.
Some 19.7 million UK households shopped at Asda last year, with 80% of those shopping both online and in-store.
SMG will use that customer information – as well as data from its fast-growing rewards programme – to create targeted, insight-led, creative omnichannel campaigns designed to help brands reach their audience through ultra-targeted touchpoints across social, digital, TV and in-store.
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Initially, SMG and Asda will be working together to build a roadmap for 2024 – the first step in a number of retail media and insight changes that are planned for the supermarket across coming year. SMG’s in-house software will also be embedded into Asda’s technology stack, enabling smooth end-to-end planning, management, and measurement cycle for campaigns.
Asda senior director for media and insight, Jon Beill described it as an “exciting time” for both Asda and the retail media industry.
“We have ambitious growth plans and are investing in creating a market-leading retail media network. More to come on this in the next few months!”
SMG CEO Sam Knights said the Asda brand and loyal customer base allows for a “truly exciting opportunity to build a sophisticated and innovative retail media offering for brands”, adding that the team “can’t wait to get stuck in”.
