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Michael Barker

BY MICHAEL BARKER

@michaelbarker

Wednesday 1st December 2021, 12:39 London

Tesco launches media and insight platform

New platform is aimed at helping both suppliers and agencies better understand customers and engage more effectively

Tesco launches media and insight platform

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Tesco has launched ‘Tesco Media and Insight, powered by dunnhumby’, a new platform designed to help suppliers and agencies engage more effectively with customers and understand their evolving needs.

Bringing together Tesco’s customer analysis gathered via Clubcard and instore insights, with dunnhumby’s data science expertise, the closed-loop platform is said to "provide brands and their agencies with the right insight to drive more interactive, two-way relationships with customers, helping brands build stronger connections with their customer base and build loyalty for both suppliers and Tesco."

Tesco Clubcard is used by more than 20 million households in the UK, with almost seven million regular app users.

Tesco Media and Insight will work with brands and agencies to share actionable insight, bespoke to their brand and customer base, to help drive better customer engagement and brand propositions.

Media opportunity

Tesco pointed out that its weekly media reach rivals some of the biggest online platforms, and the new platform will offer a range of targeting options that mean brands can connect with customers more effectively. There are five products across Media to suit varying needs, from one-to-one personalisation through to broader mass reach campaigns.

The closed-loop measurement tools allow brands to see the true return on spend, with an average ROAS of £6.60 with Tesco Media, compared to an average of £3.80 on other channels.

Enhanced insight

Three products across Insight are aimed at helping brands access relevant and comprehensive insights that can inform new product development, packaging, ranging and campaign effectiveness. The supermarket said this will help Tesco’s partner brands to innovate at speed, ultimately meaning better products and an improved customer shopping experience.

Alessandra Bellini, Tesco chief customer officer, said: “As the UK grocery sector evolves, we want to ensure we provide a more relevant and personalised offer to meet our customers’ changing needs. Our new platform will bring together the wealth of customer knowledge we have, with the insights from dunnhumby, and use it in a way that helps our brands to be more efficient and targeted and ultimately to serve our customers better. We’re excited to work with our suppliers and agencies to drive better engagement with customers and add value to their businesses.”

Dan Hodgkiss, managing director (Tesco UK) at dunnhumby, added: “This new platform we’ve built with Tesco combines the scale of their customer base and the world-leading data science of dunnhumby to create a powerful closed-loop system, bringing brands closer than ever to their customers to provide unparalleled opportunities.”

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