Media opportunity a big one for UK retailers, dunnhumby media

New media research from dunnhumby media highlights an unrealised potential worth £1.7 billion for UK retailers. And between £95 million and £170 million for each of the three largest grocery retailers: Tesco, Sainsbury’s and Asda.

It is possible for to generate an additional 1% of their retail sales with media, according to dunnhumby media’s Revenue Calculator. “As it stands, only a handful of retailers are taking on the role of publisher. And for them, it’s a smart move, as the media opportunity is a big one,” says Jérôme Cochet, Global Managing Director at dunnhumby media. “Just think of the data and insights generated by browsing and shopping behaviour when compared to the actual products bought, across all the media touchpoints retailers own, in-store and online.”

“Over time, more retailers will look to adopt this approach to remain competitive. Continued pressure on profits means they are feeling greater urgency about identifying new revenue streams, such as monetising their media assets. That said, retailers must take the right approach to doing this, otherwise they risk losing customers. Done correctly, it’s an opportunity to connect with consumers where and when it matters most – which ultimately is what every brand wants to do,” he concludes.