Supermarket Sainsbury’s has today announced a new joint venture with Nectar owners Aimia allowing suppliers to advertise across all of its communication channels.
Insight 2 Communication (I2C) aims to provide a ‘one-stop shop’ solution to suppliers across both targeted and non-targeted channels and will allow suppliers to showcase advertising material through in-store displays, direct mail and online and in magazines.
Aimia’s David Buckingham will act as CEO of the venture, reporting to a board including Sainsbury’s Group Commercial Director Mike Coupe and Sainsbury’s Group Development Director Luke Jensen, who has been appointed Chairman of I2C.
Commenting on the joint venture, Buckingham said: “From the home to the checkout and beyond, I2C will offer suppliers a tailored advertising solution in and around stores and online.
“We will help Sainsbury’s suppliers to plan, manage and deliver fully integrated campaigns more effectively to the millions of customers who visit Sainsbury’s stores or shop online each week.”
Earlier today, Nectar announced that it has teamed up with e-tail marketplace eBay to allow Nectar card users to automatically gain points when shopping on the site.
The I2C board has equal representation from Sainsbury’s and Amia and the move hopes to boost interest in the former’s recently-launched digital magazine.
Jensen explained: “The joint venture is a win-win for both customers and suppliers.
“This means more timely, relevant and accessible offers for customers based on their likes and dislikes, while brands benefit from an end-to-end insight based marketing solution and greater return on investment.”