At the coal face of major industry change: Superdrug announces arrival of Optimo retail media network

Superdrug has launched its own retail media network in the UK.

In a LinkedIn post, Paul Stafford, Head Of Digital Marketing, Retail Media & Online Brand at Superdrug, said: “This week, I had the pleasure of announcing the arrival of Superdrug’s own retail media network, Optimo, at our annual supplier conference.”

He added: “This has been a huge piece of work covering A.S. Watson Group (the owner of Superdrug) BU’s across Hong Kong, Milan, Paris, Amsterdam and London. From a personal point of view, it’s been an incredible journey to work on a project that is at the coal face of major industry change.”

“I can’t wait now to start working with our suppliers to deliver on their briefs.”

“Obviously this has been a massive team effort and couldn't be done without the support of Dan Jarvis (Chief Digital Officer, Europe at  A.S. Watson Group), Andrea Zoboli (eLab Technology Director (Europe) at A.S. Watson Group, Mariëlle Slenders, (Head of Media & Performance Benelux at A.S. Watson Group), Matt Walburn, (Customer and Marketing Director at Superdrug), Nicholas Queally, Marketing Manager - Promotions and Pricing at Superdrug), and many, many more.”

It was a very good year

It has been a hugely eventful year for the UK retail media space, with various high profile launches, including Tesco Media and Insight Platform, powered by dunnhumby, unveiling a range of new onsite and in-store media channels.

At an Upfront event in London this month, updates were announced including Scan as You Shop media, new in-store digital screens and new onsite digital performance ads.

“Tesco are leading the way in retail media, giving brands and agencies the power to truly shape what Britain buys, with Tesco Media now standing shoulder to shoulder with the established media houses,” said Nick Ashley, MD, Tesco Media & Insight Platform.

“This scale, combined with our advanced closed-loop measurement and cutting-edge data science, allows brands partnering with Tesco Media to connect with shoppers like never before.”

In terms of Scan As You Shop media placements: Tesco lays claim to being the first retailer in the UK to introduce dynamic ad served display media onto in-store handsets

It also says it has double the digital screens of any other grocery network: a network of 1,000+ in-store digital screens, and 500+ SmartScreens outside stores, bringing the benefits of digital media to the physical world.

Meanwhile, new tesco.com and app ads include ‘Sponsored Browse’, ‘Special Offers’ and ‘Favourites’ placements

There are also product placement opportunities. Brands can now feature on Tesco's own advertising across TV, social, radio, print, OOH and in-store

With Tesco Media and Insight Platform offering closed loop measurement, brands can prove and improve the effectiveness of their campaigns.

At the Upfront event, Tesco Media also announced plans to drive standardisation of measurement across retail media, working alongside ISBA (the Incorporated Society of British Advertisers).

“Our unified goal led by brands is to drive responsible retail media investment. We have been working collaboratively with Tesco Media over the last year in our pursuit of retail media measurement standardisation,” said Bobi Carley, Head of Media, ISBA.

“Our ambition with Tesco Media is to drive consistency and transparency in the retail advertising ecosystem, benefiting both brands and consumers alike."

Ashley said: “Retail media offers a huge opportunity for brands to inspire and convert shoppers at scale.”

“Tesco Media is uniquely placed with its unrivalled data and insight to help brands and agencies realise this opportunity to sharpen their media plans and connect with shoppers. Whether display, search, out of home, in-store, offsite, digital, radio – the list is endless - brands and agencies working with Tesco Media to power their retail media are seeing phenomenal results.”

Tash Whitmey, Group Loyalty, Membership and CRM Director, Tesco, said: “Retail media is an increasingly important part of the media mix. In the last year we've significantly expanded our offering across online, in store and offsite and had the pleasure of seeing a record number of campaigns through our Tesco Media and Insight Platform, powered by dunnhumby.”

“With over 21 million active households and over 12 mission regular app users, we’re using our unrivalled digital platform to help brands connect with their customers in a meaningful way, at scale.”