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Asda appoints SMG as Retail Media Network partner


Asda has appointed SMG as its new Retail Media Network (RMN) partner, with SMG taking over the management of the retail media planning and retail media operations functions of the supermarket’s business.

Previously managed by GIG Retail, SMG’s appointment comes as Asda plans to expand its retail media network via more stores, new digital channels, and innovative propositions.

With 19.7mn households in the UK shopping at Asda last year, and 80% of customers shopping both online and in-store, SMG will use Asda’s rich customer data to create targeted, insight-led omnichannel campaigns. These will be designed to help brands reach the right audience through the right touchpoints whether that be social, digital, TV, or in-store.

Furthermore, Asda’s fast growing rewards programme will also be harnessed. SMG’s proprietary software product will be embedded into Asda’s technology stack. This will enable an end-to-end planning, management, and measurement cycle for campaigns.

Complementing this, SMG’s ‘centre of excellence’ combines creative thinking and precision planning with an in-depth market understanding and retail media measurement capability.

Jon Beill, senior director, media & insight commercialisation at Asda, said: “This is an exciting time for Asda and the retail media industry, and we have decided to partner with SMG as we feel they can help propel Asda Media forward at a critical time for us. We have ambitious growth plans and are investing in creating a market leading retail media network. More to come on this in the next few months!”

Retail media networks are the focus of a brand new event coming to London on 11 June 2024. MediaX explores the experiences of well-established retailers in this space to new entrants and the agencies who are helping make things tick.

The full agenda for the latest RetailX event MediaX is coming soon, but the key themes can be seen here.

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