Tesco Rolling Out In-Store Digital Screens As Part Of Retail Media Push

 Namnews, 5th January 2023

Tesco has started rolling out digital advertising screens across its stores as part of a drive to increase revenues from its Retail Media proposition.

According to trade publication The Grocer, Tesco is planning to have connected displays installed in 150 stores by March this year. The screens can feature animated content and visuals which contribute to in-store campaigns and product launches, alongside traditional point-of-sale activity.

The roll-out of the displays follows the success of a trial last summer. They are part of Tesco’s Media & Insights Platform, which was unveiled in November 2021.

At a supplier event last month, the retailer and its data science unit dunnhumby launched new onsite and in-store media channels, announced a new self-serve capability, and confirmed several partnerships expanding the offsite channels available through the Platform.

Speaking at the event, Nick Ashley, Tesco MD, dunnhumby, said: “Retail media gives brands the opportunity to focus at scale on the customers that matter most to them and to target highly specific audiences. With advanced measurement at its heart, advertisers can be more sophisticated in their spending while seeing the true impact of their activity.

“Whether it’s what they’re buying, where they’re shopping, how they consume media, how they make shopping decisions or what inspires them, the Tesco Media & Insight Platform gives brands and agencies that ability to understand and reach their customer like never before.”

NAM Implications:

• Understandable, given Amazon’s revelation of $31bn profits from advertising last year…
• Best regard 150 stores by March as not even the end of the beginning.
• More importantly, time for you to take advantage of the ability to communicate directly with your hand-in-pocket consumer-shopper in the aisle…
• …ready to buy.
• And knowing how much you have sold by the end of the shopping trip…
• (Beats throwing a fistful of money on broadcast TV…)