Tesco has extended its partnership with data platform LiveRamp to improve its insight-driven marketing capabilities and deliver more personalised advertising.
The supermarket giant is utilising LiveRamp’s ‘Data Collaboration Platform’ across its Grocery, Home & Clothing, Mobile and retail media divisions. The platform will provide customers across its divisions with “more personalised advertising, enhanced transparency of attribution, return on ad spend (ROAS), and more opportunities to deliver media and marketing growth for Tesco and its partners”.
With 23 million UK households signed up to Tesco’s Clubcard scheme, the retailer has an extensive first-party data set. With an increasing reliance on first-party data over third-party cookies, Tesco sought a customer-first privacy solution that could activate its data in paid media. It also wanted to be able to leverage flexibility and control within the solution to collaborate with third-party brands, agencies and platform providers.
Having partnered with LiveRamp since 2021, the expanded integration of the Data Collaboration Platform will enable Tesco to unlock omnichannel insight from its audiences and push this to over 13+ platform destinations. This has already driven a 60% year-on-year increase in Tesco’s investment in its first-party addressable media.
While Clubcard members benefit from more personalised engagement, Tesco’s advertising partners are expected to gain a more transparent view of onsite and in-store media performance for enhanced ROAS.
With transparent measurement that is complementary to their Marketing Mixed Modelling stacks (MMM), Tesco’s advertisers will also have access to advanced targeting capabilities. This includes Conversion API (CAPI), audience segmentation (for example, dietary requirements), and modelling. Together, it is claimed that these will support advertisers in reducing media waste and focusing spend on shoppers most likely to engage.
“Tesco’s mission is to deliver the most personalised shopping experiences to our customers across all touchpoints,” said Tom Mardon, Head of Media and Campaign Planning at Tesco.
“With highly accurate targeting and transparent measurement across digital and in-store, LiveRamp’s solution has provided us with the flexibility to collaborate at scale with multiple media partners. In collaboration with our agency partners, this has created more relevant and personal communication that will help drive the brand. At the same time, it provides a platform we can share with our CPG partners.”
Alexia Nakad, VP brands and commerce media, LiveRamp, added: “With brands increasingly eager to collaborate with partners holding high-quality, first-party data for enhanced marketing, Tesco is in an exceptional position. Its Clubcard data presents unique customer insight for improved media activation, and LiveRamp is delighted to be supporting Tesco to maximise the value of this data for Tesco’s business, its partners and its consumers.”
NAM Implications:
- i.e. the partnership enables Retail Media to optimise one of retail’s best first-party data sets…
- …the way Retail Media should work.
- Enhanced precision in tailoring advertising to individual needs has to add to the value and appeal of the initiative.
- Over to the brands…
