The Very Group has reworked its retail media proposition, in partnership with SMG, to better harness its customer dataset and creative capabilities for its own brand marketing, as well as driving material growth in brand attribution, sentiment and shopper intent.
As one of the UK and Ireland’s largest digital-only retailers, with Very and Littlewoods sites achieving 1.4mn daily visits and 4.4mn active customers, Very Media Group has ambitions to become the choice retail media network for brands.
Its ‘Let’s Make It Sparkle’ creative platform was launched in 2023, now it will draw on technology from SMG to bring consumer insight to brand partners, helping them connect to the Very audience at scale.
Jessica Myers, chief customer officer at The Very Group, said: “I am thrilled to unveil Very Media Group, our new retail media proposition. We have amazing in-house retail media expertise, one of UK retail’s largest data assets, and an outstanding creative team. Now, we’re bringing them together alongside industry-leading partners to give brands even better access and connectivity to families in the UK and Ireland.
“And thanks to our technology partners, brands will have unprecedented levels of insight into their marketing and media activity. We’ve long known the power of data, and now through Very Media Group our brand partners can harness this to transform their media planning and strategy. This will be a significant step forward in retail media and a major opportunity for us and our partner brands.”
Unlike many retail media networks which rely on loyalty data, Very Media Group combines personal, shopping and financial data to offer a deeper knowledge about individual shopping behaviours and customer journeys.
With Criteo’s Commerce Media Platform also integrated into the proposition, brands can access The Very Group’s digital shelf with the knowledge that the Group’s customer insights will allow them to serve the right content to the right customers.
The proposition will also integrate above-the-line, experiential, and influencer marketing. Very Media Group will offer brands the opportunity to collaborate with them on bespoke campaign concept development, combining data and creativity to launch campaigns targeting audiences online including social media platforms.
Sam Knights, CEO of SMG, added: “As a foundational client of SMG, we are excited to take this new and exciting next step with The Very Group in their retail media journey. The Very Group stands out due to its diverse range of brands—spanning sports, electronics, home goods, beauty, fashion, and toys—alongside their invaluable data on a highly valuable customer base.
“By combining their strengths with our technology and expertise, this partnership will enable brands to craft engaging campaigns with exceptional efficiency, while effectively measuring and evaluating their performance through our proprietary software product Plan-Apps.”
Sam Knights spoke at the first Retail MediaX event this June, for a six-month update the dedicated retail media conference returns on 09 October 2024.
The Executive Brief gathers 40 like-minded retail leaders from across sectors, all looking to stay ahead of industry trends and analysis.
Stay informed
Our editor carefully curates a dedicated Retail Media newsletter on a bi-weekly basis, filled with up-to-date news, analysis and research, click here to subscribe to the FREE newsletter sent straight to your inbox.
