The move will mean brands will be able to plan and run campaigns based on detailed data about Sainsbury’s customers across and around store ad sites, till coupons, direct mail, email, mobile, Sainsburys.co.uk and its magazine titles.
The pair have dubbed the joint venture Insight 2 Communication (I2C), which it describes as a “one-stop-shop” ad sales agency jointly owned by the supermarket and Nectar parent company Aimia.
The new agency will be headed by Aimia’s David Buckingham, who will report to board members including Sainsbury’s group commercial director Mike Coupe and president and CEO of Aimia, EMEA David Johnston.
The group says the new company has arisen from a ‘growing interest in shopper marketing’ and will offer FMCG brands the chance to create more targeted campaigns to reach 22 million customers a week in stores and over 165,000 shoppers every week through Sainsburys.co.uk.
The move reflects a growing willingness to explore new business opportunities between the supermarket and its loyalty partner. The pair recently announced plans to launch a credit card that would offer Nectar points when used in Sainsbury’s stores and online.