Tesco is innovating its retail media by introducing location-based advertisements in its supermarkets, enhancing personalised shopping experiences.
- The initiative involves a ‘Scan as you Shop’ feature, displaying targeted adverts based on a shopper’s location within the store.
- Customers will encounter promotional content on their scanning devices as they approach specific aisles or shelves.
- The initiative includes expanded in-store advertising options such as video content and store wraps in multiple locations.
- These advancements aim to provide brands with enhanced opportunities to engage customers directly at point-of-purchase.
Tesco has announced its intention to serve brand advertisements to customers based on their position within its supermarkets, marking a significant step in its retail media strategy. The ‘in-store Scan as you Shop geo-targeting’ will allow customers using self-scanning devices to receive targeted advertisements as they enter certain sections of the store. This system enhances the personalisation of marketing efforts by delivering relevant promotions and product offers directly to the customer during their shopping journey.
Lee Roberts, head of sales at Tesco Media & Insight Platform, explained the process: ‘I’m about to go into the frozen aisle and on my Scan as you Shop device I’m delivered a display message for a particular product, offer, or promotion that’s in that frozen aisle.’ This approach ensures that customers are informed of offers that’s relevant to their current location, potentially increasing the likelihood of purchase as they navigate other parts of the store.
In addition to geo-targeting, Tesco is broadening its in-store advertising capabilities with the introduction of video advertising and store wraps. By offering short-form video adverts on its web platform and app, Tesco enables brands to connect with consumers through engaging visual content. Furthermore, the option for store wrap advertising, available in up to 50 locations, creates an immersive branding experience, allowing companies to make a strong visual impact within physical stores.
Tesco’s strategic advancements in location-based advertising reflect a forward-thinking approach to retail marketing, enhancing interaction with consumers.
