Tesco is innovating its advertising approach by implementing location-based promotions through self-scanners.
- The new system targets customers with ads as they navigate specific supermarket sections.
- This initiative is part of Tesco Media & Insight Platform’s enhanced retail media strategy.
- Additional advertising options, such as video ads and store wraps, have been announced.
- Tesco aims to offer advertisers dynamic ways to engage with customers in-store.
Tesco has announced a forward-thinking strategy to utilise location-based advertising within their supermarkets. By employing the ‘Scan as you Shop’ feature, customers will be exposed to targeted advertisements that correspond to the section of the store they are currently in. This marks a significant shift in how retail brands can reach consumers based on real-time location data.
Lee Roberts, head of sales at Tesco Media & Insight Platform, detailed the execution of this plan: “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. And this can be replayed as you navigate your way around the rest of the store.” This innovative technique allows for a seamless and integrated marketing experience as customers move through the aisles.
In addition to this geo-targeting initiative, Tesco has unveiled a suite of new options for advertisers. Brands can now take advantage of video advertising on Tesco’s online platforms, including its website and app, allowing for short-form media content to be directly delivered to users.
Furthermore, Tesco is enhancing its in-store advertising capabilities by introducing the concept of store wrap advertising, which will be available across up to 50 locations. This brings a bold and visually impactful dimension to in-store promotion, aiming to attract and retain customer attention at key points within the shopping experience.
By broadening its advertising strategies, Tesco seeks to provide brands with unique opportunities to interact with shoppers in an engaging and contextually relevant manner. This effort underscores Tesco’s commitment to evolving with digital advancement and consumer expectations.
Tesco’s latest initiative reflects a strategic embrace of technology to enhance consumer engagement.
