The Very Group introduces the Very Media Group, reshaping retail media.
- Partnering with SMG, this initiative leverages a vast customer base and creative skills.
- A unique data mix offers brands detailed insights into customer behaviour.
- Jessica Myers highlights the brand access that will be enabled by the platform.
- The collaboration includes Criteo’s platform and plans to broaden advertising strategies.
The Very Group has launched an innovative retail media network named the Very Media Group. This move represents a new approach to retail media, utilising its digital prowess and large customer base. Partnering with SMG, an independent retail media operator, the group aims to provide an enhanced platform for brands, leveraging creative expertise and a significant audience reach.
The Very Group boasts 4.4 million active customers, amongst the largest in the UK and Ireland. With the new Very Media Group, it seeks to extend its retail media capabilities to more than 200 brands. Unlike many competitors that predominantly depend on loyalty data, this group utilises a mix of personal, shopping, and financial data, granting deeper insights into individual shopping habits and procedures.
Jessica Myers, chief customer officer at The Very Group, stated, ‘We have amazing in-house retail media expertise, one of UK retail’s largest data assets and an outstanding creative team.’ This strategic alignment with industry-leading partners aims to boost connectivity and access to families throughout the UK and Ireland.
This initiative builds on the company’s recent successful campaigns, like the ‘Let’s Make It Sparkle’ and ‘Haus of Flamingo’ series, which have notably increased brand sentiment and customer interaction.
The platform will also integrate with Criteo’s Commerce Media Platform, expanding opportunities for brands to tap into the online retailer’s digital shelf and customer insights. Plans are in place to include above-the-line advertising, influencer marketing, and experiential campaigns, offering brands a diverse set of tools to engage with consumers.
The Very Group’s initiative marks a significant step forward in retail media, promising enhanced connectivity and engagement for brands.
