Sainsbury's and CitrusAd in Targeting Deal

Sainsbury's loyalty and insights business Nectar360 has partnered with tech CitrusAd to launch a retail media platform allowing targeted sponsored product offers, banner advertising and analytics across the Sainsburys.co.uk web site.

Nectar360 owns and operates Sainsbury's Nectar loyalty program, used by brands to build relationships with shoppers. Through the Nectar360 Ecommerce Media Platform, brands can create eCommerce campaigns with real-time reporting, gather insight and optimise campaigns in-flight.

Brands can now tailor online sponsored product campaigns to reach shoppers in the right place at the right time. The system can also be used to reactively edit campaigns on the fly based on factors such as seasonal weather changes or events. Then, using performance-based metrics in the real-time reporting dashboard, brands and advertisers can measure the ROI of their campaigns, with metrics available at any time of day down to an individual product level.

James Moir (pictured), MD of Nectar360, comments: '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 result is a platform powered by Nectar360 data in partnership with CitrusAd'.

Tesco-owned customer data firm dunnhumby and CitrusAd also recently partnered, in a deal using historical data from a customer's off- and online purchasing behaviour to help retailers showcase relevant products to shoppers using non-interruptive native ads. Other CitrusAd partnerships include Ocado in the UK and Coles and Woolworths in Australia.

Web sites: www.nectar360.co.uk and www.citrusad.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.