Blog.
An introduction to store media

From banners to trolley ads, for as long as we’ve had grocery stores, we’ve also had store media. Today, thanks to significant advances in data science and technology, store media is no longer the untargeted, linear medium that it once was. Instead, it’s a nuanced and measurable channel, one in which activities can be deeply tailored in order to reach different audiences and meet specific marketing objectives.

Within the Tesco Media inventory all store media falls under the umbrella of “Connected Store”. The focus here is on an integrated approach to store media, ensuring that brands and agencies can deliver messages consistently across multiple touchpoints and reach customers as they journey throughout the Tesco store network. For brands, a simpler way of looking at this is the ‘prime, prompt, purchase’ model:

• Prime customers with your brand message at the front-of-store

• Prompt customers out-of-aisle to trial your product in your brand’s tone of voice

• Drive purchase by encouraging customers to choose your brand at fixture

Connected Store brings together different media products that range from traditional printed assets through to innovative digital tools. Let’s take a look at each – from what it is to how it works.

Connected Display.

Bringing the digital screen experience in-store, Connected Display gives brands the ability to deliver visual and eye-catching campaigns in close proximity to their products. Connected Display uses networks of smaller digital screens positioned in a range of high visibility locations, and serves as a great way to bring Above the Line campaigns into the store.

Thanks for digital screens advertisers can deliver dynamic, engaging branded content that can be used to fulfil a wide variety of marketing objectives. Connected Display is now available in more than 100 Tesco stores across Central Europe.

Point-of-Sale.

Just as the name suggests, Point-of-Sale allows brands to run ads in high-impact areas – typically alongside products at the shelf. One of the key advantages of Point-of-Sale is that it allows brands to communicate the benefits of the featured SKU at the exact point at which many shoppers are making up their mind about what to buy. It is important to note that formats have also evolved a lot in recent years and now offer more attractive and innovative options for brand communication. At Tesco, multiple Point-of-Sale applications are available. These include:

• Shelf Talkers: Printed strips attached to the edges of shelves, helping customers navigate and easily locate products.
• Top-Card: A banner placed at the top of a shelf to improve visibility, with the option to incorporate LED lighting for added impact.
• Floor Graphic: An advertising format that utilises the store's floor space usually allocated within the aisle. Its size can vary from a small format to covering the entire aisle.
• End Cup: A prominent display usually positioned at the end of aisles or shelves.
• Category Aisle Gate: A display placed at the entrance or end of a product category aisle, acting as a visual focal point to attract shoppers’ attention to enter a particular aisle or section.
• LAMA Totem: A vertical display structure located at the aisle entrance that includes printed content, designed to stand out and attract attention.
• Pallet Design: A format that uses pallets—large, flat transport units—customised with branding and promotional graphics
• Shop in Shop: A dedicated branded section or mini-store within a larger retail environment, allowing a brand to create a distinct display area that reflects its unique identity and showcases its products.
• H&B Hotspot: A display format fully dedicated to Health & Beauty, including new, seasonal or products on promotion within the category, whether on shelf or at the aisle end cup.

Store media helps brands to reach customers in an environment where over 95% of all Tesco sales take place in our region, insights provided by Clubcard data ensure that campaigns can be specifically targeted around the shoppers and stores likely to deliver the greatest impact in terms of Return on Advertising Spend.

For more information about our store media portfolio visit our landing page.