Tesco Media and Insight Platform has signed a first-of-its-kind retail media partnership with media investment firm GroupM in a move designed to supercharge data-led solutions across the network.
The long-term, strategic deal aims to drive innovation and growth in retail media, tapping into Tesco’s 22 million Clubcard households in what client director Nick Ashley described as a “major landmark” for the retailer.
The GroupM deal is the largest single agreement for the retail media platform, spanning a range of on-site, off-site and connected in-store opportunities.
A new in-store screen partnership – the first of its kind – will tap into the ever-evolving Tesco Connected Store. It will also ensure GroupM clients have early access to new innovations and a direct feedback loop into the product ad propositions team, where it can help shape future offerings.
“This is a major landmark for us in developing a large-scale strategic partnership with one of the world’s leading networks, representing so many exciting brands,” said Ashley.
“GroupM will benefit in numerous key areas in retail media across data, insights, and strategic planning, which will enable its clients to truly harness the power of retail media – in all its forms – for measurable commercial advantage.”
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Ashley said the deal was a “further example of how Tesco Media and Insight Platform is enabling agencies and their brands to deliver ever more exciting and commercially effective campaigns”.
The partnership will create a framework for a more strategic and differentiated operating model, measuring itself against GroupM’s core pillars of commercial, data, innovation, technology and education.
GroupM’s team will also have full access to Tesco Media and Insight Platform’s Insights module via the acclaimed dunhumby Sphere AI-driven self-serve platform and its dedicated Client Success support.
Both will explore how to improve implementational planning to reach bespoke audiences.
GroupM UK COO Luke Bozeat said: “The unique attributes of the Tesco Media and Insight Platform gives us, and our clients, the opportunity to truly explore the full gamut of opportunities offered by retail media and puts us at the forefront of initiatives to drive further innovation in this area.”
Tesco Media and Insight Platform group head Uche Ofili described the move as “a dedicated step towards more integrated retail media planning at a truly holistic, strategic level”.
He also said that Tesco has been working closely with GroupM and is “looking forward to building enhanced ways of working with a shared goal in mind”.
GroupM’s head of commerce David Fieldhouse added that: “with data becoming ever more important in the planning and buying process on behalf of our clients, this was a determined effort to align with one of the largest retailers in this space”.
