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 across consumer, technology, sustainability, economy, policy and industry.
What is it?
Selfridges is partnering with commerce media company Criteo to help brands connect with the luxury department store’s customer base and enhance product discovery.
The new retail media collaboration will span two years, with Criteo enabling brand partners to display products across Selfridges’ online platforms for the first time.
Brands can access Selfridges’ audiences and create personalised experiences for shoppers and customer engagements that drive a better on-site experience through Criteo’s tech.
Why does it matter?
First-party customer data means brand partners can ensure their products are seen by the right customers in the purchase journey.
Along with Criteo’s measurement capabilities, brands can get their products noticed and purchased, which is supported by “comprehensive reporting and insights in near-real time”.
Selfridges digital director Charlotte Burrows said the partnership creates an “extraordinary experience for customers” and that introducing retail media will help deliver customers a “more seamless and personalised online experience”.
Strategic implications
Retail media networks have been adopted by a number of retailers such as B&Q, The Very Group, the Co-op and more.
Brands can host their products or advertise on the retailer’s digital channels to a curated audience and then leverage that first-party data to gain insight into customer behaviours and target the right shoppers.
This also benefits Selfridges as they host more options and products for customers on their own digital sites.
Winning strategies
- Personalisation and innovation
- Elevated customer experience
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