Tesco has announced plans to show influencer videos on large screens in thousands of its UK stores, bringing social media content into the weekly shop. The content will also appear on the Tesco website and Tesco app.
The retailer will make approved creator videos available across more than 3,800 digital screens, with around 2,800 of those located in Tesco Express stores. The move allows brands to extend their partnerships with social media creators into physical retail spaces.
Shoppers and brand inspiration
Research by Tesco Media found that roughly 40 per cent of shoppers under the age of 45 actively follow influencers for brand and product inspiration. The company says screening these videos while people shop gives brands the opportunity to ‘show up in the moments where shopping decisions actually happen’, with the hope that inspiration will translate into purchases.
Steve Edwards, Tesco Media’s head of agency, said: ‘Because only one in four products are bought out of habit, there’s a huge opportunity to influence behaviour.’
Tesco told Metro that the digital screens are already in the majority of large stores and have been for some time, but this will be a new way of using them.
Testing and shoppable video
The news was announced at a recent Tesco Media Upfront event, where it was confirmed that the creator-led videos are already being tested in some stores across special offer products and favourites. It was also revealed that shoppable video will be added to the Tesco app, allowing customers to add advertised products directly to their basket.
Clips shared on LinkedIn show a giant screen at the end of a supermarket aisle playing a video of a woman using Alpro almond milk and Alpro yoghurt to make breakfast. Other footage shows smaller screens on top of a fridge in the chilled aisle playing the same Alpro promotional content. Advertising industry figures have described the posts as ‘cool’, ‘super interesting’, and ‘absolutely brilliant’, though shopper reactions remain to be seen.
Brand strategy and customer loyalty
Tesco says the shoppable video feature was developed in response to customers highly valuing ‘ease of access’ and is part of the retailer’s wider ambition to become the most strategic partner for brand building.
Nick Ashley, propositions and go to market director at Tesco Media, added: ‘These developments are targeted at streamlining the journey for shoppers and brands alike.
‘Customers do not distinguish between “brand” and “performance” journeys: they encounter a series of touchpoints that collectively influence the decision to purchase.
‘The opportunity for brands is to use that understanding to make media more helpful – whether that means inspiration, value, reassurance, or simply making a decision easier. Our job is to turn the depth of insight Tesco has into something brands can use much more easily in their planning to drive relevance and foster long-term customer loyalty.’
