Tesco is extending its partnership with LiveRamp, with Tesco using LiveRamp’s Data Collaboration Platform across its Grocery, Home & Clothing, Mobile and the retail media divisions to deliver more personalised shopping experiences and communication.
LiveRamp’s interoperable platform enables Tesco to provide customers across its divisions with more personalised advertising, enhanced transparency of attribution, return on ad spend (ROAS), and more opportunities to deliver media and marketing growth for Tesco and its partners.
With 23 million UK households part of Tesco’s Clubcard scheme, Tesco has unique and extensive first-party data that provides a deeper understanding of its consumers’ shopping preferences. This includes the physical and digital touchpoints interacted with on their path to purchase. In line with the industry’s increasing reliance on first-party data over third-party cookies, Tesco required a futureproofed and customer first privacy solution that could activate its data deterministically in paid media as well as provide the flexibility and control to collaborate with different brand, agency and platform partners at scale.
This is a significant development for Tesco’s first-party marketing proposition and offers particular value to its CPG clients. Partnered with LiveRamp since 2021, the expanded integration of LiveRamp’s Data Collaboration Platform enables the retailer to seamlessly unlock a truly omnichannel and representative view of its audiences and push this insight to over 13+ platform destinations. This has already driven a 60% year-on-year increase in Tesco’s investment in its first-party addressable media.
As its Clubcard members benefit from more personalised paid media campaigns, Tesco’s advertisers will enjoy a comprehensive view of its onsite and in-store media performance for enhanced ROAS. With transparent measurement that is complementary to their Marketing Mixed Modelling stacks (MMM), Tesco’s advertisers will also have access to advanced targeting capabilities.
This includes Conversion API (CAPI), audience segmentation (for example, dietary requirements), and modelling. Together, these will support advertisers in reducing media waste and focusing spend on shoppers most likely to engage. Tesco and LiveRamp are continuing to collaborate alongside Tesco’s agency partners, including WPP Media, on further measurement and modelling enhancements and opportunities for brand growth.
Tom Mardon, Head of Media and Campaign Planning, Tesco, says: “We’ve been keen to find a partner who can help us deliver more personalised and relevant addressable paid advertising. Tesco’s mission is to deliver the most personalised shopping experiences to our customers across all touchpoints. With highly accurate targeting and transparent measurement across digital and in-store, LiveRamp’s solution has provided us with the flexibility to collaborate at scale with multiple media partners. In collaboration with our agency partners, this has created more relevant and personal communication that will help drive the brand. At the same time, it provides a platform we can share with our CPG partners.”
Alexia Nakad, VP Brands and Commerce Media, LiveRamp, adds: “With brands increasingly eager to collaborate with partners holding high quality, first-party data for enhanced marketing, Tesco is in an exceptional position. Its Clubcard data presents unique customer insight for improved media activation, and LiveRamp is delighted to be supporting Tesco to maximise the value of this data for Tesco’s business, its partners and its consumers.”
