Very Group has launched a new retail media network in a bid to become the ‘choice for brands’

In partnership with UK independent retail media operator SMG, Very Media Group is aiming to “become the choice retail media network for brands”.

The launch of the new retail media network follows The Very Group’s 12-year partnership with SMG, and the retailer will draw on the operator’s technology to bring consumer insight to brand partners and help them connect to its audience at a larger scale.

Very Media Group will have the retailer’s own experts and SMG’s dedicated in-house team to bring experience in campaign strategy, concept development, campaign execution, retail trading, marketing and data analysis, and delivering brand-centric omnichannel campaigns.

The retail network will use a combination of “personal, shopping and financial data” to offer brands more extensive knowledge of individual shopping behaviours and journeys.

Advertising company Criteo has also integrated its commerce media platform into the proposition for brands to access The Very Group’s digital shelf.

This allows brands to create the right campaigns for the right customers, which will drive sales for brand partners.

Very Media Group will also offer brands the chance to collaborate with the retailer on campaign concept development to target audiences online and via social media.

The Very Group chief customer officer Jessica Myers said: “I am thrilled to unveil Very Media Group, our new retail media proposition. We have amazing in-house retail media expertise, one of UK retail’s largest data assets, and an outstanding creative team. 

“Now, we’re bringing them together alongside industry-leading partners to give brands even better access and connectivity to families in the UK and Ireland.

“We’ve long known the power of data, and now through Very Media Group our brand partners can harness this to transform their media planning and strategy. This will be a significant step forward in retail media and a major opportunity for us and our partner brands.”

SMG chief executive Sam Knights added: “As a foundational client of SMG, we are excited to take this new and exciting next step with The Very Group in their retail media journey.

“The Very Group stands out due to its diverse range of brands—spanning sports, electronics, home goods, beauty, fashion, and toys—alongside their invaluable data on a highly valuable customer base.”