RetailCraft 60: "Win, Win, Win" - in conversation with Florian Clemens of Tesco Media

Tesco Media's Director Strategy, Proposition & Measurement, Florian Clemens, explains how a focus on win-win-win outcomes (value for shopper, advertiser, and retailer) guides the strategy for Tesco's retail media business. The discussion centres on measurement, omnichannel innovation, the legacy of Clubcard data, and Tesco's position as a market maker in UK retail. Practical examples highlight transparent loyalty incentives, creative brand partnerships, and the challenge of delivering differentiation on a large scale. The conversation closes with what's next for Tesco: building truly omnichannel, science-driven media and exploring the real-world impact of AI on habits and shopping behaviour. Points of Note on Tesco Media •Tesco holds 28% of UK supermarket sales, reaches nearly every UK household, and operates at a scale matched by few retailers. •Clubcard's integration with Dunnhumby's data science powers Clubcard Challenges; over 80% of in-store revenue is attributed to identified shoppers. •Tesco Media runs as an internal joint team: Tesco, Dunnhumby, and external talent. •More than 25 ad products: coupons, search, store screens, Clubcard Challenges - designed for relevance, transparency, and incremental value. Key Quotes "This win-win-win needs to be right for the shopper, right for the advertiser, and right for the retailer. That just takes longer to figure out, but it's what we're building"

“Clubcard changed the face of British retail… suddenly it was about data-driven engagement.”

“It’s only a real win if it’s truly better for people. I don’t think we’ve seen that at scale - yet.” “If I started making a list of all our sources of inventory, turning delivery vans into ad products would have been number 35… but being a UK-focused decision maker lets us try it if it feels right.” “With Clubcard Challenges, customers choose which brands to engage more deeply with, and advertisers only pay if people convert - a transparent, zero-risk proposition.” “Tier-one platforms can build direct relationships. Further down the list, you have to aggregate for economic reasons - otherwise agencies simply don’t have the bandwidth.”  

Episode Running Order

• 00:00 — Introductions, context, Tesco’s leading market position • 01:00 — Tesco Media’s joint strategy, scale, and data science • 04:00 — Clubcard’s legacy and retail media’s evolution • 07:00 — Team structure: Tesco, Dunnhumby, and new hires • 09:00 — The win-win-win foundation; Clubcard Challenges as example • 12:00 — Differentiating Tesco Media from a decade of programmatic and performance marketing • 17:00 — Brand partnerships: creative campaigns (Christmas grottos, branded vans) • 20:00 — Complexity in omnichannel: 25+ ad products, need for self-optimisation • 23:00 — Future vision: scientific omnichannel planning and implementing AI in commerce • 29:00 — Price sensitivity, habit, and the real test for AI and automation • 34:00 — Closing thoughts, next steps, and invitation for a return discussion on AI

 

--  Run time: 38 minutes

INFORMATION:

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Tesco Media - https://www.dunnhumby.com/tesco-media-insight-platform/ 

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Florian Clemens: https://www.linkedin.com/in/florianclemens/ 

Ian Jindal: www.linkedin.com/in/ianjindal/ 

[ 📷 ] (c) Ian Jindal / www.instagram.com/ianjindal