The Very Group has launched a pioneering retail media network, Very Media Group.
- The initiative partners with SMG to leverage The Very Group’s expansive customer base.
- Unlike typical networks, this platform uses a mix of personal, shopping, and financial data.
- Brands can engage with UK and Ireland families through comprehensive media resources.
- The network includes advanced features like Criteo’s platform integration and influencer marketing.
The Very Group has taken a significant step forward by launching the Very Media Group, a revolutionary retail media network designed to redefine how brands connect with consumers. This initiative marks a collaboration with independent retail media operator SMG, aimed at enhancing the capabilities to reach and engage a wide demographic of shoppers in the UK and Ireland.
The Very Group, a leading digital retailer in the UK and Ireland, boasts a robust customer base of 4.4 million active users. With Very Media Group, the retailer seeks to extend its reach to over 200 brands, offering them a unique platform to develop and execute effective media campaigns.
Unlike many existing retail media networks that rely heavily on loyalty data, Very Media Group adopts a distinct approach by integrating personal, shopping, and financial data to gain deeper insights into customer behaviours and shopping journeys. This blend of data enables brands to tailor their campaigns with greater precision, fostering stronger connections with their target audiences.
Jessica Myers, Chief Customer Officer at The Very Group, emphasised the strength of their in-house retail media expertise combined with industry-leading partners. “We have amazing in-house retail media expertise, one of UK retail’s largest data assets and an outstanding creative team,” she stated, highlighting the platform’s potential to enhance brand access and connectivity.
The platform’s ingenuity is further demonstrated by its integration with Criteo’s Commerce Media Platform, providing brands access to valuable digital shelves and customer insights. Moreover, the network plans to broaden its offerings to include above-the-line advertising, influencer marketing, and experiential campaigns, thereby expanding the avenues through which brands can interact with consumers.
According to SMG CEO Sam Knights, “The Very Group stands out due to its diverse range of brands – spanning sports, electronics, home goods, beauty, fashion, and toys – alongside their invaluable data on a highly valuable customer base.” He affirmed that the partnership merges The Very Group’s strengths with technological expertise to enable efficient and engaging campaign creation.
Very Media Group represents a transformative shift in retail media, offering brands unparalleled opportunities to connect with consumers through innovative strategies.
