Tesco has extended its partnership with data collaboration partner, LiveRamp, to enhance its insight-driven marketing capabilities.

The move will unlock insights from Tesco’s Clubcard programme, allowing it to deliver more personalised shopping experiences for customers. It will also enhance the supermarket’s Retail Media Network (RMN) offering, improving targeting, measurement and media efficiency to enhance campaign performance and ROAS.

23million UK households are already signed up to Clubcard, providing Tesco with an extensive first-party data set. With an increasing reliance on first-party data over third-party cookies, Tesco sought a customer-first privacy solution that could activate its data in paid media. It also wanted to be able to leverage flexibility and control within the solution to collaborate with third-party brands, agencies and platform providers.

The expanded integration of LiveRamp’s Data Collaboration Platform now enables Tesco to unlock omnichannel insight from its audiences and push this to over 13+ platform destinations. This has already driven a +60% year-on-year increase in Tesco’s investment in its first-party addressable media.

While Clubcard members benefit from more personalised engagement, Tesco’s ad partners gain a more transparent view of onsite and in-store media performance.

“Tesco’s mission is to deliver the most personalised shopping experiences to our customers across all touchpoints,” said Tom Mardon, Head of Media and Campaign Planning at Tesco. “With highly accurate targeting and transparent measurement across digital and in-store, LiveRamp’s solution has provided us with the flexibility to collaborate at scale with multiple media partners.”

“With brands increasingly eager to collaborate with partners holding high quality, first-party data for enhanced marketing, Tesco is in an exceptional position,” said Alexia Nakad, VP Brands and Commerce Media at LiveRamp. “Its Clubcard data presents unique customer insight for improved media activation, and LiveRamp is delighted to be supporting Tesco to maximise the value of this data.”

LiveRamp is continuing to collaborate alongside Tesco’s agency partners, including WPP Media, on further measurement and modelling enhancements.

“Our partnership with Tesco and LiveRamp is unlocking new levels of brand growth based on first-party marketing,” Owain Wilson, Managing Partner, Head of Data and Technology at WPP Media, added. “Connecting in-store and digital performance and attribution, modelling including Conversion API (CAPI) and audience segmentation tools present unique opportunities for advertisers to drive outcomes and revenue.”