Grocery giant Asda launches a new digital in-store vending machine and ramps up retail media push.
Following Asda’s launch of LS Eleven Media Services in partnership with retail media operator, SMG, last May, two new developments have been announced.
First up, the launch of Asda Access which gives brands the opportunity to leverage the grocery giant’s customer data to fuel insights, campaign planning, activation and measurement. Harnessing technology to connect customers and brands via digital touchpoints, Asda Access aims to ensure campaigns drive effective ROI and customer satisfaction.
It is pitched as a multilayered off-site proposition enabling flexible access to first-party rewards data of seven million customers, enhanced by exclusive second-party data and third-party data, giving brands the opportunity to pick from 600 predefined first-party audience segments or build custom audiences to suit a brief.
Offering layered targeting, this helps brands to reach the right Asda customer including purchase-based audiences, propensity, demographic and lookalike audiences. To further scale campaigns, brands will be able to reach these customers across multiple offsite channels. In addition, they can work with Asda experts to create a bespoke creative that will engage with customers.
Asda Access will also offer a range of tools to help brands understand the impact of their media such as brand lift studies, closed loop attribution, in flight reporting, incrementality analysis and geo sales uplift.
Secondly, the retailer has unveiled a new digital vending machine at its Pilsworth store, unlocking exclusive product sampling for Asda Rewards customers.
This is designed to drive brand awareness and improve in-store sampling. Brands can showcase dynamic content on digital screens, drive trials for new products and engage Asda shoppers. All customers need to do is scan their Rewards loyalty app for a free sample.
It is set to be rolled out in prominent in-store locations and offers post-campaign activity reports.
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