Supermarket chain Asda is the latest big-name grocer to make significant moves in the retail media space with an overhauled offering in partnership with SMG.
A new business unit – LS Eleven Media Services will form a “fully integrated media services business” and was named after the postcode of the grocer’s Leeds-based headquarters.
LS Eleven Media Services will be able to use Asda’s valuable first-party customer data, provided by its loyalty programme Asda Rewards, to offer brands “customer-centric media planning” for retail media campaigns and provide customers with a “more connected omnichannel experience.”
Founded in January this year, LS Eleven Media Services is made of Asda VP of customer, Matt McLellan – who has previously worked at Tesco and Dunnhumby alongside Jon Beill, also formerly of Dunnhumby, who joined as the unit’s chief growth officer in December.
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“We are proud of what we have achieved in Asda Media Partnerships over the last decade, but our partnership with SMG and the launch of LS Eleven Media Services is a step-change in our media offering for our brand partners,” McLellan said.
“Asda has a clear strategy for growth and the combination of our growing proposition across large stores, convenience and food partnerships, alongside our leading rewards programme, offers us an incredibly exciting opportunity to work with brands to deliver even more relevant campaigns for our customers.”
SMG CEO, Sam Knights added: “The launch of LS Eleven Media Services comes at an exciting time in our journey with Asda.
“Asda’s strong brand partnerships and loyal customer base offers us the opportunity to develop a sophisticated, innovative retail media network at scale. Using Asda’s rich first-party data and our innovative Plan-Apps technology, brands will be able to connect with customers across every stage of the customer journey in a way that always puts the customer first.”
