Innovation of the Week is a subscriber-only series highlighting retail initiatives that have caught the eye of our team. Every week, we will bring you new ideas and case studies that link to the trends in our Retail Horizon 2024 reports – across consumer, technology, sustainability, and economy, policy and industry.
What is it?
Tesco Wembley has undergone a store wrap transformation by PepsiCo, which is grabbing the media spotlight to highlight its sponsorship of the UEFA Champions League.
The impressive visual transformation of the store accompanies the eagerly anticipated Champions League final, which will be played at Wembley Stadium on June 1.
Tesco and PepsiCo aim to bring an immersive experience to customers with activities, exclusive promotions and prizes to be won in-store.
Why does it matter?
This latest collaboration is a retail media first for Tesco and the first time it has ever wrapped one of its stores in supplier branding. It demonstrates the size of the retail media opportunity as brands are keen to elevate their messaging and transform the customer experience ahead of major events.
Strategic implications
The growth of retail media will continue to accelerate, bringing new opportunities for retailers to collaborate with brands and transform the customer experience. Tesco stands to win in this space as the market leader.
Winning strategies
- Brand evolution at pace
- New revenue opportunities
Retail Horizon 2024 is Retail Week’s exclusive strategic toolkit for subscribers.
Across four in-depth reports, Retail Week research director Lisa Byfield-Green and our team of analysts explore the most significant trends that will shape the sector in the year ahead across consumer, technology, sustainability, and industry, economy and policy.
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