The Very Group, the operator of online retailers Very and Littlewoods, has launched a retail media proposition called the ‘Very Media Group’.
In partnership with independent retail media operator SMG, the company stated that has ambitions to become the “choice retail media network for brands”, leveraging its position as a leading digital-only retailer with 1.4m daily site visits and 4.4m active customers.
The launch of the retail media proposition follows Very’s 12-year partnership with SMG. It will draw on the operator’s technology to offer consumer insight to brands, helping them connect to its audience at scale.
In addition to its own experts, Very Media Group will be reinforced with an in-house SMG team that brings experience in campaign strategy, concept development, campaign execution, retail trading, marketing and data analysis, and delivering brand-centric omnichannel campaigns.
Unlike many other retail media networks which rely on loyalty data, Very Media Group plans to use a combination of personal, shopping and financial data to offer a “deeper knowledge about individual shopping behaviours and customer journeys”.
With Criteo’s Commercial Media Platform also integrated into the proposition, brands will have access to The Very Group’s digital shelf. It is claimed that this allows brands to create high-impact and bespoke campaigns that resonate with the group’s customer base, driving sales for brand partners.
The proposition will also integrate above-the-line, experiential, and influencer marketing. Very Media Group will offer brands the opportunity to collaborate with them on bespoke campaigns that target consumers online, including social media platforms.
Jessica Myers, Chief Customer Officer at The Very Group, commented: “I am thrilled to unveil Very Media Group, our new retail media proposition. We have amazing in-house retail media expertise, one of UK retail’s largest data assets, and an outstanding creative team. Now, we’re bringing them together alongside industry-leading partners to give brands even better access and connectivity to families in the UK and Ireland.
“And thanks to our technology partners, brands will have unprecedented levels of insight into their marketing and media activity. We’ve long known the power of data, and now through Very Media Group, our brand partners can harness this to transform their media planning and strategy. This will be a significant step forward in retail media and a major opportunity for us and our partner brands.”
Sam Knights, CEO of SMG, added: “As a foundational client of SMG, we are excited to take this new and exciting next step with The Very Group in their retail media journey. The Very Group stands out due to its diverse range of brands – spanning sports, electronics, home goods, beauty, fashion, and toys – alongside their invaluable data on a highly valuable customer base. By combining their strengths with our technology and expertise, this partnership will enable brands to craft engaging campaigns with exceptional efficiency, while effectively measuring and evaluating their performance through our proprietary software product Plan-Apps.”
NAM Implications:
- The launch package is creating ‘Very’ high expectations.
- In competition with expert rival retailers.
- And will be tested by very discriminating Media Buyers.
- With many parties looking on…
