
The Very Group, which operates online retailers Very and Littlewoods, has launched Very Media Group, what it terms “a reimagining of its retail media proposition”.
This initiative, developed in partnership with independent retail media operator SMG, will use the digital group’s extensive customer base and creative expertise to offer brands a retail media platform.
The Very Group, one of the UK and Ireland’s largest pureplay retailers, has 4.4m active customers and is looking to extend its retail media capabilities to more than 200 brands through Very Media Group.
It points out that unlike many other retail media networks which heavily rely on loyalty data, Very Media Group will use a” “unique combination of personal, shopping and financial data will offer a deeper knowledge about individual shopping behaviours and customer journeys”.
“We have amazing in-house retail media expertise, one of UK retail’s largest data assets and an outstanding creative team,” said Jessica Myers, chief customer officer at The Very Group. “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.”
The new platform draws on the company’s success of its recent Let’s Make It Sparkle campaigns, including the acclaimed Haus of Flamingo series, which achieved significant growth in brand sentiment and customer engagement.
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SMG CEO Sam Knights said: “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.”
The platform will feature an integration with Criteo’s Commerce Media Platform, enabling brands to access the online retail group’s digital shelf and customer insights.
It will also expand its offering to include above-the-line advertising, influencer marketing, and experiential campaigns, giving brands even more ways to connect with customers.
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