TESCO has launched a new platform billed as being a means to help suppliers and agencies engage more effectively with customers and understand their evolving needs.
Powered by data science firm, dunnhumby, brands will have access to Tesco’s ‘extensive’ understanding of its customers to drive more ‘interactive, two-way’ relationships with customers.
The supermarket explained that brands will be able to access ‘relevant and comprehensive’ insights that can inform new product development, packaging, ranging and campaign effectiveness.
It added that the combination of its Clubcard scheme, used by more than 20 million UK households, and dunnhumby’s analytical expertise makes for a ‘powerful’ digital capability.
Tesco said the closed loop measurement tools within the platform will allow brands to see the ‘true return’ on spend, with an average return on ad spend (ROAS) of £6.60 with the platform, compared to an average £3.80 on other channels.
Alessandra Bellini, Tesco chief customer officer, said, “As the UK grocery sector evolves, we want to ensure we provide a more relevant and personalised offer to meet our customers’ changing needs. Our new platform will bring together the wealth of customer knowledge we have, with the insights from dunnhumby, and use it in a way that helps our brands to be more efficient and targeted and ultimately to serve our customers better.
“We’re excited to work with our suppliers and agencies to drive better engagement with customers and add value to their businesses.”
Dan Hodgkiss, MD (Tesco UK) at dunnhumby, added, “This new platform we’ve built with Tesco combines the scale of their customer base and the world-leading data science of dunnhumby to create a powerful closed-loop system, bringing brands closer than ever to their customers to provide unparalleled opportunities.”
