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In-Store Brand Takeover at Tesco

Provided by dunnhumby Ltd
Maximise the relevance of your communication with an integrated media solution

Tell us about the Opportunity / What is it?

Using insight gleaned from Tesco Clubcard data, with a unique understanding of shopper behaviour in Tesco dunnhumby are able to recommend the right multi-platform retail media solution based on clients objectives. 'Brand Store Takeover' provides a unique opportunity for a brand to dominate the complete in-store shopping experience within Tesco. With 70% of purchasing decisions made in-store it is important to follow the customer throughout the store to reinforce, engage and activate brand messages with them to encourage purchase.

What is the Marketing Objective?

Using an integrated solution, it is possible to have a muli-layered campaign objective. Driving awareness of the brand within the store is a main focus, with Tesco delivering 20m unique invididuials every week; it is a broadcast communication platform. Using sampling can deliver brand experience and build a relevant occasion with the brand. In addition, through constant messaging in the most relevant places throughout their shop, trial and repeat purchase of products can be encouraged.

How does it work?

With so many brand choices available to the consumer today in-store, it is important to maximise exposure of your brand right throughout the purchasing decisions in-store. By planning an integrated in-store solution relevant to your brand and objectives that is also aligned creatively with ATL and BTL media, it is possible to deliver an enhanced customer experience. Each media vehicle works in isolation as well as in conjunction with each other to maximise effectiveness.

Who's used it in the past?

Cadbury's Trident have successfully implemented an integrated retail media solution, which used a whole mix of media vehicles including petrol nozzles, in-store screens, Clubcard Statement and Tesco Magazine. The campaign achieved high results, with total sales uplift of 47% as well as 39% repeat purchase rate. Please look on the separate case study for Trident Chewing Gum for more information on this campaign.

Features / Benefits

dunnhumby Retail Media delivers solutions which meet advertiser objectives by understanding the underlying criteria for success, developing a campaign based on historical insight and then accurately measuring the level of success of the campaign. A 'brand store takeover' will ensure your brand is front of mind throughout the shop, delivering core USPs and encouraging purchasing over competitors. dunnhumby's unique insight on shopper habits will be able to measure the effect of your campaign based on actual purchasing behaviour.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£101k to £250kTesco delivers over 16.8m customers / 42.7m transactions p/w
25 - 34
35 - 44
45 - 54
Female
Male
AB
ABC1
NON-TRAD OUTDOOR
RETAIL MEDIA
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearBRAND STATURECSR/COMMUNITY
DIRECT MARKETING
SAMPLING
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