Ocado Retail has announced it is expanding its partnership deal with CitrusAd which will deliver a retail media proposition to help suppliers grow their business on the Ocado website.
The two brands will utilise retail media tech and grocery delivery to develop new features which will make it easier for brands of all sizes as well as media agencies to plan, buy and optimise their media campaigns.
Initially, the platform will allow brands to launch self-managed sponsored product directly into the Ocado website and measure campaign results more efficiently.
At the same time, the platform will allow a better customer experience by helping to deliver personalised ads to shoppers.
All suppliers will be invited to join the platform within the next 12-18 months, the companies have announced.
According to data from ROAS, smaller brands who were part of the first phase trial are already seeing an average of 300-400 per cent return on ad spend.
Ocado and CitrusAd have vowed to continue to build an innovate the tech together to create an industry-leader in retail media and insights.
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“Our partnership with CitrusAd is a key moment in how we work with and support our suppliers,” chief commercial officer Christina Hawley said.
“The platform will allow us to better serve our suppliers, helping them to manage and optimise their media campaigns, leveraging campaign data, such as return on investment.
“CitrusAd’s market-leading technology, alongside our Crunch insights platform, will ultimately make it easier for our suppliers to put their products in front of more customers and build their business with Ocado.”
The partnership comes hand in hand with the launch of the UK’s most complete online supermarket shopping data, Ocado’s Crunch Grocery Insights.
CitrusAd head Kim Ludlow added: “We are excited to be expanding our partnership with Ocado Retail, which brings together two leading technology companies in their respective fields.”
“We will continue to deliver a powerful technology platform that will help Ocado Retail monetise and personalise its website and deliver more value to its partners.
“It means any supplier, regardless of size or ad spend, has an opportunity to get in front of shoppers and engage with digital audiences. This provides a huge boost for brands wanting to raise their profile and grow their business.”