Tesco is planning to enhance its retail media strategy with location-based advertising.
- Customers using Tesco’s self-scanning devices will see brand adverts as they shop.
- This new feature, called ‘in-store Scan as you Shop geo-targeting,’ is part of a wider media strategy.
- Additional advertising options include video ads and store wrap installations.
- These changes were announced at a recent supplier event in London.
Tesco is poised to revolutionise in-store shopping by integrating location-based advertising into its supermarkets. Utilising their self-scanning devices, customers will now encounter tailored adverts as they move through different sections of the store. This innovative approach ensures that promotional messages are relevant and timely, setting a new standard in retail marketing.
The newly introduced feature, dubbed ‘in-store Scan as you Shop geo-targeting’, is indicative of Tesco’s commitment to leveraging technology for enhanced customer experiences. As customers navigate various aisles, their self-scanning devices will display specific product promotions related to items in that vicinity. Lee Roberts from Tesco Media & Insight Platform succinctly described the feature: “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.”
In a strategic expansion of its advertising repertoire, Tesco also unveiled additional options such as video advertising and store wrap advertising. Selected brands can now engage customers through short-form videos available on Tesco’s digital platforms, enhancing online engagement. Moreover, store wrap installations will provide brands with a distinctive presence in up to 50 store locations, amplifying their reach and visibility.
These advancements were disclosed during a supplier-focused event in London, signifying Tesco’s proactive stance in adapting to the evolving retail landscape. By providing advertisers with diverse in-store and digital options, Tesco is not only enhancing the shopping experience but also fostering stronger brand-customer connections.
Tesco’s strategic enhancements signal a forward-thinking approach to retail advertising, promising enriched customer engagements.
