The Very Group has launched the Very Media Group, a new retail media network aimed at enhancing brand engagement through innovative data use.
- Very Media Group partners with SMG to provide an extensive retail media platform leveraging The Very Group’s 4.4 million customer base.
- The network will shift focus from traditional loyalty data to a unique blend of personal, shopping, and financial data.
- The platform will expand capabilities to include above-the-line advertising, influencer marketing, and experiential campaigns.
- In collaboration with Criteo’s Commerce Media Platform, brands will gain enhanced access to customer insights and connectivity.
The Very Group has announced the launch of the Very Media Group, an initiative that seeks to redefine retail media strategies. Developed in collaboration with SMG, an independent retail media operator, the platform will utilise The Very Group’s large customer base and creative strengths to provide brands with improved media engagement strategies.
The Very Group, noted as a leading digital retailer in the UK and Ireland, boasts a customer base of 4.4 million active users. This substantial customer population will be a key asset in broadening the retail media capabilities of over 200 brands through the new media group.
Unlike many existing retail media networks, Very Media Group will not solely depend on loyalty data. Instead, it plans to utilise a unique combination of personal, shopping, and financial data to provide a deeper understanding of individual consumer behaviour and shopping journeys.
Jessica Myers, the chief customer officer at The Very Group, highlighted the comprehensive strength of their in-house media expertise, which when paired with advanced data assets and creative talent, will offer brands superior connectivity to UK and Irish families.
The platform will incorporate Criteo’s Commerce Media technology to facilitate refined brand access to The Very Group’s digital offerings and consumer insights.
Additionally, the new media group aims to broaden its advertising avenues with above-the-line campaigns and influencer partnerships. This expansion will include experiential campaigns designed to foster more dynamic customer engagement.
The launch of the Very Media Group signifies a strategic movement towards more data-driven and personalised retail media campaigns.
