Clubcard data offered up to ad professionals as Tesco launches new analytics service

Tesco has launched a new service to help brands and agencies target their ads better by using data from the supermarket’s millions of customers signed up to its clubcard scheme and app.

The analytics service, developed in partnership with data science company Dunnhumby, will help advertising professionals to produce more tailored online targeted ads and in-store advertising, while also providing a greater understanding of how to inspire customer experiences.

It will also guide advertising agencies and brands on the kinds of CRM approaches they could use – such as incentives, rewards and personalised messages aligned to a shopper’s specific behaviours – by linking up to data on the buying habits of 20 million people who are Clubcard holders.

The “Tesco Media and Insight, powered by dunnhumby” service will also allow ad professionals to make use of Google, Facebook and Sky datasets – the latter of which the supermarket chain is working in partnership with – to build audience profiles and predict their behaviours.

Measurement tools provided as part of the service will allow brands to see the return on their adpsend, which Tesco claims is on average around £6.60 when using its media channels.

The audience data available via the service will also help brands to develop new products and packaging, added Tesco.

Tesco chief customer officer Alessandra Bellini said: “As the UK grocery sector evolves, we want to ensure we provide a more relevant and personalised offer to meet our customers’ changing needs. 

“Our new platform will bring together the wealth of customer knowledge we have, with the insights from Dunnhumby, and use it in a way that helps our brands to be more efficient and targeted and ultimately to serve our customers better. 

“We’re excited to work with our suppliers and agencies to drive better engagement with customers and add value to their businesses.” 


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