The Very Group has launched Very Media Group, which the Group terms “a reimagining of its retail media proposition.” This initiative, developed in partnership with independent retail media operator SMG, will utilise the digital group’s extensive customer base and creative expertise to offer brands a retail media platform. The Very Group has 4.4 million active customers and is looking to extend its retail media capabilities to more than 200 brands through Very Media Group.

Very Media Group will use a “unique combination of personal, shopping, and financial data” to offer a deeper understanding of individual shopping behaviours and customer journeys. The initiative draws on the company’s success with its recent Let’s Make It Sparkle campaigns and will feature an integration with Criteo’s Commerce Media Platform, enabling brands to access the online retail group’s digital shelf and customer insights. It will also expand its offering to include above-the-line advertising, influencer marketing, and experiential campaigns, giving brands more ways to connect with customers.