Tesco is now claiming its network of 500 digital screens installed at stores throughout the UK is the nation’s largest, giving it a foot ahead of rivals.
The SmartScreen technology from Tesco Media & Insight Platform, underpinned by Dunnhumby and JCDecaux, reaches a reported 75% of in-store shoppers to connect brands and agencies with consumers at the point of sale.
Nick Ashley, head of media and campaign planning at Tesco, said: “Media installations like the SmartScreen network help us deliver a more engaging shopping experience for our customers while providing brand advertisers with a valuable communications channel.”
Continued screen rollouts mean advertisers now have access to 63% of large-format Tesco stores, reaching more than 6 million shoppers every two weeks.
Digital screens are just one element of Tesco’s ‘connected store’ push, which seeks to combine a data-driven approach to customer engagement with the latest technology in a prime, prompt, purchase model. The three pillars of this policy are SmartScreens, in-store radio and point-of-sale.
As well as investing in new screens, Tesco has also simplified the media buying process for brands and agencies with three new purchasing options – broadcast, optimization and programmatic. This permits media planners to procure advertising space that is tailored to their needs, supported by a data dashboard created by Dunnhumby.