Tesco is working with Dunnhumby, the marketing group behind Tesco Clubcard, to integrate highly targeted third-party advertising across Tesco.com when the company’s new-look site launches next year.
Jean-Pierre Van Lin, head of markets at Dunnhumby, explained to NMA that, once a Clubcard holder had logged in to the website, data from their previous spending could be used to select advertising of specific relevance to that user:
“We’re looking to leapfrog everyone else and move into an area that is far more targeted, based on purchasing data over a long period of time,” he said. “It’s about providing an understanding of what people are looking for, and, in turn, giving a far richer shopping experience.”
He added: “A simple example might be a supplier of cat food products. It’s very effective for it to communicate only to those people that only have a cat, rather than to people we know only have a dog.”
