Tesco is launching a media and insights platform, opening up the wealth of customer data it collects through its Clubcard and in-store insights to brands and agencies.
The closed-loop platform, called Tesco Media and Insight, powered by dunnhumby, is designed to help suppliers and their agencies better understand changing consumer needs and develop more targeted and relevant ways to serve customers. This in turn, it hopes, will help both Tesco and its suppliers build stronger connections with customers and drive loyalty.
Tesco’s Clubcard loyalty scheme is used by more than 20 million households in the UK, providing the supermarket with a diverse and nationally representative first-party behavioural dataset. The supermarket also has 7 million regular app users, which combined with dunnhumby’s analytical expertise, provides the retailer with a wealth of insight that it believes will help suppliers and agencies improve engagement and develop more effective propositions.
