Nectar360, part of the Sainsbury’s business, is working with CitrusAd to launch a retail media platform. The solution enables brands and ad agencies to launch targeted sponsored product, banner advertising and return on investment (ROI) reporting and analytics across Sainsburys.co.uk.
Nectar360 builds loyalty and personal connections with customers for the biggest UK and global brands. They own and operate Nectar, the UK’s largest loyalty programme. It helps some of the UK’s biggest brands to build relationships with their customers. Nectar360 manages Sainsbury’s and Argos shopper marketing services. Utilising insights, and media expertise to connect the Sainsbury’s businesses, FMCG brands, GM brands, and their customers.
Understanding eCommerce space
The Nectar360 partnership with CitrusAd technology supports an enhanced understanding of Sainsbury’s eCommerce space. Through the Nectar360 Ecommerce Media Platform, brands can create customer-led eCommerce campaigns with real-time reporting. This allows for insight, learnings, and in-flight campaign optimisation. Previously advertisers could pre-buy a tenancy slot for sponsored products, but without the data and metrics to measure the effectiveness of a campaign.
Brands can now fully maximise their presence online with tailored sponsored product campaigns. The platform ensures they reach the right shopper in the right place at the right time. The system also provides flexibility to edit campaigns on the fly, be more reactive and ‘in the moment’. For example, to take advantage of seasonal weather changes or events. It will also bring its onsite display media into this format from 2021.
Using performance-based metrics in the live reporting dashboard, brand managers and advertisers can measure the ROI of their campaigns. Metrics are available at any time of day down to an individual product level and even by search term. It provides more analytics and a greater understanding of how products perform on an eCommerce platform.
Sainsburys saw significant increase in online shopping during the COVID crisis and growing demand for delivery and click & collect. Sainsbury’s has continued to invest heavily in its eCommerce and contactless shopping capabilities to help adapt to new shopper behaviours. The retailer recently announced plans to increase its weekly online grocery orders to 700,000.
According to James Moir, Managing Director at Nectar360, “We wanted to create an easy-to-use, self-serve performance-based retail media platform. A solution that offers our brands the best in terms of digital campaign design, delivery and measurement. At the same time, enhancing and maintaining our customers online shopping experience. The end result is a platform powered by Nectar360 data in partnership with CitrusAd.”
Brad Moran, CEO at CitrusAd comments, “COVID lockdowns and ongoing restriction measures, particularly in the UK, has led to a change in consumption patterns and the way we shop that are unlikely to go back to the way they were before the pandemic. In the last few months retailers have seen online orders increase four or five-fold and are investing heavily in eCommerce capabilities to meet demand now and in the future. By partnering with leading retailers like Sainsbury’s, we can help them to more effectively monetise their digital platforms and support them in delivering the true value of ecommerce to their suppliers – and customers.”
Enterprise Times: What this means for business
Nectar360, and the Sainsbury’s business, is the latest company to partner with CitrusAd as the retail media platform of choice. They join international retailers, including Ocado in the UK as well as Coles and Woolworths in Australia. CitrusAd is becoming a formidable platform. The company effectively turns online retailers’ websites into highly targeted and revenue generating digital ad platforms. Analysts believe it is changing the way retailers, brands and customers experience eCommerce. It currently provides retail media technology and support to retailers across 22 countries, serving 28 billion ad requests annually. The grocery sector within eCommerce remains fiercely competitive. Retail media in grocery is rapidly becoming an interesting proposition in a brand’s digital advertising mix.