Présentée le 30 novembre dernier, la nouvelle plateforme de Tesco ‘Tesco Media and Insight, powered by dunnhumby’, permettrad’aider les industriels et les agences à engager plus efficacement les clients et à comprendre leurs besoins en constante évolution.
Rassemblant la connaissance clients de Tesco et l’expertise de dunnhumby en matière de data science, cette plateforme fournit aux marques et aux agences les informations nécessaires pour établir des relations plus fortes et plus interactives avec les clients et ainsi renforcer leur fidélité à la marque et à Tesco.
Une dimension unique
Tesco possède l’une des principales plateformes e-commerce au Royaume-Uni. La combinaison des données issues de la carte Clubcard de Tesco – utilisée par plus de 20 millions de ménages rien qu’au Royaume-Uni – et de ses près de 7 millions d’utilisateurs réguliers de l’application avec l’expertise analytique de dunnhumby, crée une capacité digitale inégalée. « Tesco Media et Insight » travaillera avec les marques et les agences pour partager des insights actionnables, adaptés aux marques et à leur base de clients, afin d’améliorer l’engagement client et les propositions de marque.
Une opportunité Media hors pair
La couverture hebdomadaire de Tesco en matière de média rivalise avec certaines des plus grandes plateformes online. Cette nouvelle plateforme offrira une large gamme de possibilités de ciblage qui permettront aux marques de communiquer plus efficacement avec leurs clients. Il existe cinq dispositifs média pour répondre à tous les besoins : des activations personnalisées aux campagnes de grande envergure.
Les outils de mesure intégrés dans la plateforme permettent aux marques d’analyser le retour sur investissement réel des campagnes, avec un ROAS moyen de 6.60 £ avec Tesco Media, contre une moyenne de 3.80 £ sur les autres canaux 1.
Des insights clients élaborés
Tesco Media and Insight est opéré par dunnhumby. Leader dans le domaine de la data science, dunnhumby a développé une expertise au cours des 30 dernières années pour aider les distributeurs à comprendre le comportement des clients, à accroître leur fidélité et à acquérir de nouveaux clients. Trois dispositifs Insight aideront les marques à accéder à des informations pertinentes et complètes permettant d’accélérer le processus de développement de nouveaux produits, d’améliorer les éléments du mix produits et de développer la portée et l’efficacité des campagnes media. Cela aidera les marques partenaires de Tesco à innover rapidement pour finalement se traduire par de meilleurs produits et une meilleure expérience d’achat client.
Alessandra Bellini, Chief Customer Officer de Tesco, déclare : « A mesure que le secteur de l’alimentaire au Royaume-Uni évolue, nous voulons nous assurer de fournir une offre pertinente et personnalisée à nos clients pour répondre à leurs besoins changeants. Notre nouvelle plateforme rassemblera la richesse de notre connaissance client et les insights de dunnhumby. L’objectif est d’utiliser toutes ces données pour aider nos marques à être plus efficaces et plus ciblées pour mieux servir nos clients. Nous sommes très heureux de travailler avec nos fournisseurs et leurs agences pour engager davantage nos clients et créer ensemble plus de valeur. »
Dan Hodgkiss, Managing Director (Tesco UK) chez dunnhumby déclare : « cette nouvelle plateforme que nous avons construite avec Tesco combine l’énorme base de données clients et la data science de pointe de dunnhumby pour créer un puissant système entièrement en circuit fermé, rapprochant plus que jamais les marques de leurs clients afin d’offrir des opportunités sans précédent.»
Pour en savoir plus sur la plateforme Tesco Media and Insight, consultez le site https://www.dunnhumby.com/tesco-media-insight-platform/
1 Source : dunnhumby, mesure de la campagne multimédia multicanal, 3 semaines après la période
For press-related inquiries, or to just learn more about dunnhumby, please contact [email protected].
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