The Very Group has launched a new retail media platform in partnership with retail media operator SMG.

Very Media Group will combine personal, shopping, and financial data to offer brands a deeper understanding of individual shopping behaviours and customer journeys.

The “test and learn” process will allow brands to continually refine their marketing strategies to ensure success.

Additionally, Very Media Group will offer brands the opportunity to collaborate with influencers and target audiences online through social media platforms.

The Very Group has worked with SMG for 12 years, and the new media group will see a dedicated team from SMG working on campaign strategy, concept development, and data analysis.

The Very Group, which operates digital retailers including Very and Littlewoods, claims to be one of the largest digital-only retailers in the UK, with 1.4 million daily site visits and 4.4 million active customers.

“We've long known the power of data, and now through Very Media Group, our brand partners can harness this to transform their media planning and strategy,” said Jessica Myers, chief customer officer at The Very Group. “This will be a significant step forward in retail media and a major opportunity for us and our partner brands.”

Earlier this month, Ocado Retail rolled out a digital ads platform. Developed in collaboration with UK-based software company Zitcha, Ocado Ads Retail aims to provide a more personalised experience for customers while shopping online.

Ocado stated that users will be able to leverage its first-party customer data to target customers at scale, tracking customers’ purchase history and online shopping preferences to implement a more targeted advertising strategy.

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