Sainsbury’s is allowing advertisers to create ‘branded shop-in-shops’ on its consumer-facing website, using the Nectar360 ecommerce media platform.
Co-developed by Nectar360 and retail media provider CitrusAd, the initiative will allow brands to design and build custom pages on the site.
The new branded shops will sit within the existing Sainsbury’s website and are designed to increase brand engagement and encourage additional sales.
The offering will create a ‘shop-in-shop’ experience that gives customers access to all of a brand’s products in one location on sainsburys.co.uk. It can be launched in just 10 days and include up to 100 products per page.
Dentsu ecommerce director Matt Lane said introducing branded shops into Sainsbury’s media platform offers a “brilliant opportunity” to deliver across more areas of clients’ ecommerce business, “particularly when it comes to building a brand story with customers”.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“We’re particularly keen to see the additional reporting and measurement solutions being introduced, which will ensure we can be proactive and agile with budgets and confident in judging the success of our campaigns,” added Lane.
The branded shops include flexible, pre-designed templates, self-serve capabilities that allow brands to design and manage their bespoke Sainsbury’s pages through a simple user interface. Additional reporting will also provide insight into in-flight impressions and add-to-cart metrics.
Nectar360 director of digital media Alice Anson said: “This is not just a first for us, but in the retail sector as a whole, so we’re very excited to see how our clients respond.
“We are constantly looking at ways to deliver an easier, quicker and more intuitive experience on the platform. Our self-serve model puts the power in the hands of clients, this is an important step forward.”
