Tesco launches media platform for brands built on Clubcard data

Tesco is set to launch a media and insights platform, opening up the customer data it collects through Clubcard and in-store insights to brands and agencies.
Tesco says the platform will help brands and agencies better understand changing consumer needs.
// Tesco is set to launch a media and insights platform, opening up the customer data it collects through Clubcard and in-store insights to brands and agencies
// The supermarket will offer brands five targeting options through the platform, from one-to-one personalisation through to broader mass reach campaigns.

Tesco is launching a media and insights platform, opening up the wealth of customer data it collects through Clubcard and in-store insights to brands and agencies.

The closed-loop platform, called Tesco Media and Insight, powered by dunnhumby, is designed to help suppliers and their agencies better understand changing consumer needs and develop more targeted and relevant ways to serve customers.

This in turn, it hopes, will help both Tesco and its suppliers build stronger connections with customers and drive loyalty.


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Tesco’s Clubcard loyalty scheme is used by more than 20 million households in the UK, providing the supermarket with a diverse and nationally representative first-party behavioural dataset.

The supermarket also has 7 million regular app users, which combined with dunnhumby’s analytical expertise, provides the retailer with a wealth of insight that it believes will help suppliers and agencies improve engagement and develop more effective propositions.

Tesco alluded to the launch when revealing its first half results in October, with CEO Ken Murphy saying it would be seeking to better monetise the vast amount of first-party data it gathers via Clubcard.

In terms of the media opportunity, Tesco claims it is able to reach 58 per cent of the British population each week, which is higher than Sky and on a par with Facebook and Channel 4, according to head of media Nick Ashley.

Tesco will offer brands five targeting options through the platform, from one-to-one personalisation through to broader mass reach campaigns.

Tesco Chief Customer Officer Alessandra Bellini said: “As the UK grocery sector evolves, we want to ensure we provide a more relevant and personalised offer to meet our customers’ changing needs. Our new platform will bring together the wealth of customer knowledge we have, with the insights from dunnhumby, and use it in a way that helps our brands to be more efficient and targeted and ultimately to serve our customers better. We’re excited to work with our suppliers and agencies to drive better engagement with customers and add value to their businesses.”

Dan Hodgkiss, Managing Director (Tesco UK), dunnhumby, said: “This new platform we’ve built with Tesco combines the scale of their customer base and the world-leading data science of dunnhumby to create a powerful closed-loop system, bringing brands closer than ever to their customers to provide unparalleled opportunities.”

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