Digital Shopper Activation

Digital shopper activation harness first party retailers loyalty data to deliver highly targeted and measurable ‘off-site’ campaigns.

Retailer audiences are connected to popular digital media channels such as Meta, Google & Pinterest, allowing brands to run their campaign assets to specific audiences and track any sales (instore and online) from exposed customers.

Retailers offering this as a targeting solution currently include Tesco (via Dunnhumby) and Sainsbury’s (via Nectar 360). However, additional ‘on-site’ media activations are available across Amazon, Waitrose and Asda.

Examples of audience targeting include Competitor buyers, Brand Lapsers and Brand Acquisition candidates.

Precise audience selection

Know that who you are reaching with paid media is actually a shopper of your category, brand or competitors.

Measurability

Each campaign delivers full-circle measurement, allowing brands to track sales from customers exposed to a paid media campaign.

Value for Money

Campaigns can be built with a ROAS objective, delivering complete accountability for return on investment (ROI).

Targeting solutions using retailers first party data can be used across ‘off-site’ platforms such as Meta, Pinterest, DV360, ITV, Channel 4 and more. They can also be used to target digital in-store activity to maximise the effectiveness of smaller shopper marketing budgets.

FAQs

On-site refers to any media that is run across a retailer’s website. An example of an ‘on-site’ campaign would be running search activity on tesco.com.

Off-site in the context of retail media refers to any media that is run separately to the retailer’s website, using one or more of the retailer’s 1st party audiences . An example of an ‘off-site’ campaign would be running a Meta campaign to a competitor buyers audience, linking this back to sales data via the Dunnhumby Sphere data platform.

No, there is no requirement for your brand to buy into annual or monthly data from SIP or Dunnhumby. However, there is a slight elevation in campaign delivery CPM as a result of purchasing audiences on a short term basis.

Costs involved vary by retailer. Tesco/Dunnhumby offer the most flexibility with no minimum spend. Other retailers have minimum campaign values attached to their digital shopper activation offering.

Clients

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