Asda, the prominent supermarket chain, has entered the retail media arena with significant strides, partnering with SMG to revamp its offerings. Under this partnership, a new entity named LS Eleven Media Services has been established, representing a fully integrated media services business. The name is derived from the postcode of Asda's headquarters in Leeds.
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AsdaAsda, the prominent supermarket chain, has entered the retail media arena with significant strides, partnering with SMG to revamp its offerings.
Under this partnership, a new entity named LS Eleven Media Services has been established, representing a fully integrated media services business. The name is derived from the postcode of Asda’s headquarters in Leeds.
LS Eleven Media Services will leverage Asda’s valuable first-party customer data obtained from its loyalty program, Asda Rewards. This data will enable the provision of customer-centric media planning for retail media campaigns, aiming to provide customers with a more cohesive omnichannel experience.
Formed in January this year, LS Eleven Media Services is led by Asda’s VP of customer, Matt McLellan, who brings experience from roles at Tesco and Dunnhumby. Joining him is Jon Beill, previously associated with Dunnhumby, serving as the unit’s chief growth officer since December.
Matt McLellan expressed pride in the achievements of Asda Media Partnerships over the last decade but highlighted the partnership with SMG and the launch of LS Eleven Media Services as a transformative step in enhancing the media offering for brand partners.
Sam Knights, CEO of SMG, emphasized the opportune timing of LS Eleven Media Services’ launch within the Asda partnership journey. He highlighted Asda’s robust brand partnerships and loyal customer base as foundational for developing a sophisticated, innovative retail media network at scale. Leveraging Asda’s rich first-party data and SMG’s innovative Plan-Apps technology, brands will be able to engage with customers throughout the customer journey in a manner prioritizing customer needs.
Source: GLO
