The Very Group, the digital retailer behind Very and Littlewoods, has announced the launch of ‘Very Media Group,’ a new retail media proposition developed in collaboration with SMG, the UK’s leading independent retail media operator. This move positions The Very Group as a premier choice for brands seeking data-driven marketing solutions, leveraging its daily 1.4 million site visits and 4.4 million active customers.
The launch marks a significant evolution in The Very Group’s retail media strategy, with the aim of using its extensive customer data and creative capabilities to help over 200 brands drive growth. The group’s innovative campaigns, such as the widely praised ‘Haus of Flamingo,’ have already demonstrated the power of this approach, contributing to increased brand awareness and consumer engagement.
Very Media Group will go beyond traditional retail media networks by incorporating a blend of personal, shopping, and financial data, offering a deeper understanding of customer behaviour compared to competitors that rely heavily on loyalty data. This advanced data insight, combined with SMG’s technology and expertise, will allow brands to create highly targeted, effective campaigns that resonate with The Very Group’s diverse and loyal customer base.
The collaboration with SMG will enable Very Media Group to support brands in developing omnichannel campaigns, integrating above-the-line advertising, experiential marketing, and influencer partnerships. The group also plans to provide comprehensive digital measurement tools, thanks to the integration of Criteo’s Commercial Media Platform, helping brands better understand the effectiveness of their marketing strategies.
Jessica Myers, Chief Customer Officer at The Very Group, expressed excitement over the new initiative: “We are thrilled to launch Very Media Group, combining our extensive retail media expertise, one of the largest data assets in UK retail, and a talented creative team. This is a major opportunity for brands to connect with UK and Ireland families, backed by unprecedented levels of insight into their marketing and media activity.”
Sam Knights, CEO of SMG, highlighted the value of the partnership: “The Very Group stands out due to its diverse range of brands and invaluable customer data. By integrating our technology and expertise, brands will be able to craft efficient, impactful campaigns while accurately measuring performance through our Plan-Apps software.”
Very Media Group will offer brands the chance to collaborate on tailored campaigns and access The Very Group’s digital shelves with personalised, data-driven content aimed at driving sales. With plans to scale further over the next 12 months, the initiative aims to solidify Very Media Group as a leading player in the retail media landscape, offering both creativity and advanced consumer insights for brands looking to expand their reach.
