Online retailer The Very Group has revamped its retail media strategy in collaboration with SMG, aiming to position itself as the top choice for brands.

In this initiative, the parent company of Very and Littlewoods plans to capitalise on its 1.4 million daily site visitors and 4.4 million active customers to offer brands opportunities for substantial growth.

The rebranded media arm, ‘Very Media Group,’ will incorporate above-the-line advertising, experiential marketing, and influencer collaborations.

It will also assist brands in creating personalised, omnichannel campaigns tailored to their needs.

“I am thrilled to unveil Very Media Group, our new retail media proposition. We have amazing in-house retail media expertise, one of UK retail’s largest data assets, and an outstanding creative team,” said The Very Group Chief Customer Officer Jessica Myers.

“Now, we’re bringing them together alongside industry-leading partners to give brands even better access and connectivity to families in the UK and Ireland.

“And thanks to our technology partners, brands will have unprecedented levels of insight into their marketing and media activity.

“This will be a significant step forward in retail media and a major opportunity for us and our partner brands.”

SMG CEO Sam Knights commented: “As a foundational client of SMG, we are excited to take this new and exciting next step with The Very Group in their retail media journey.

“The Very Group stands out due to its diverse range of brands—spanning sports, electronics, home goods, beauty, fashion, and toys—alongside their invaluable data on a highly valuable customer base.

“By combining their strengths with our technology and expertise, this partnership will enable brands to craft engaging campaigns with exceptional efficiency, while effectively measuring and evaluating their performance through our proprietary software product Plan-Apps.”