SMG has landed a deal to manage the retail media planning and retail media operations functions of UK grocery retailer Asda.
Previously managed by GIG Retail for the past eight years, SMG’s appointment comes at a time as Asda plans to expand its retail media network via more stores, new digital channels, and propositions.
With 19.7 million households in Britain shopping at the supermarket chain last year, with 80% of customers shopping both online and in-store and with a rewards programme, SMG will use Asda’s customer data to create omnichannel campaigns helping brands reach the right audience through the right touchpoints whether that be social, digital, TV, or in-store.
SMG’s proprietary software product Plan-Apps will be embedded into Asda’s technology stack..
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Jon Beill, Senior Director, Media & Insight Commercialisation, Asda, says: “This is an exciting time for Asda and the retail media industry, and we have decided to partner with SMG as we feel they can help propel Asda Media forward at a critical time for us.”
“We have ambitious growth plans and are investing in creating a market leading retail media network. More to come on this in the next few months.”
Sam Knights, CEO at SMG, says: “We are delighted to be partnering with Asda to bring the SMG knowledge, expertise and technology together with the existing proposition, capabilities and talented team.”
“In our 15 years we have championed connected commerce marketing; forming better connections between the brand, the retailer, and the customer – an ideology that has become even more prevalent in today’s world.”
“The Asda brand and loyal customer base allows for a truly exciting opportunity to build a sophisticated and innovative retail media offering for brands and we can’t wait to get stuck in.”
The appointment will also see an undisclosed number (although said to be large) of GIG Retail employees join SMG to continue to work on Asda Media.
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