Tesco is preparing to revolutionise in-store advertising by serving customers brand adverts tailored to their location within the supermarket.
As part of its enhanced retail media offering, the supermarket giant has unveiled a new feature called "in-store Scan as you Shop geo-targeting," which promises to provide brands with a cutting-edge way to engage with shoppers.
Announced earlier this week by Tesco Media & Insight Platform, this new feature will allow customers using Tesco’s self-scanning devices to receive targeted adverts as they move through specific areas of the store. Although the exact launch date is yet to be confirmed, the innovation is set to change how shoppers interact with brands while they shop.
Lee Roberts, head of sales at Tesco Media & Insight Platform, provided a glimpse of how the feature will work: “I’m about to go into the frozen aisle and on my Scan as you Shop device I’m delivered a display message for a particular product, offer, or promotion that’s in that frozen aisle. And this can be replayed as you navigate your way around the rest of the store.”
In addition to this geo-targeting feature, Tesco unveiled several other new advertising options during a supplier event in London on Wednesday. These include video advertising, which will allow brands to launch short-form videos on Tesco’s website and app, offering even greater reach and engagement.
Moreover, Tesco has expanded its in-store advertising options to include store wraps, giving advertisers the chance to wrap entire stores with their branding at up to 50 locations.
This suite of new offerings is part of Tesco’s continued commitment to creating innovative advertising solutions for its brand partners, enhancing the shopping experience while opening up new opportunities for brand visibility.
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