"The win-win-win" - Florian Clemens on rethinking retail media at Tesco

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"The win-win-win" - Florian Clemens on rethinking retail media at Tesco

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In this episode of Marketing Un:Learned, Ian Jindal welcomes back Florian Clemens, who leads strategy, proposition and measurement for Tesco Media and Network. Following his appearance on RetailCraft, Florian returns to unpack four core assumptions that retail media practitioners need to challenge—and to share what he has learned by testing, experimenting, and building one of the UK's most sophisticated omnichannel retail media platforms on top of Tesco's 24 million Clubcard customer base.About the GuestFlorian Clemens leads strategy, proposition, and measurement at Tesco Media and Network, where he drives a multi-year growth strategy, competitive positioning for the brand, and performance budgets, as well as client-facing measurement frameworks. He has been working in retail media since 2014, when he joined Amazon Ads and built the global accounts team. Before entering retail media, he served as a brand manager at P&G and Danone, providing him with a unique perspective from both sides of the purchase order.Episode Outline & Key TopicsDoes advertising make the retail experience worse?[03:35]Florian challenges the assumption that advertising is an intrusion that shoppers must endure. He introduces Tesco's "win-win-win" framework—creating value for the shopper, the advertiser and the retailer simultaneously. Examples include Cadbury Christmas grottoes outside stores (physical, experiential activations that delight families while delivering extended brand engagement), Moretti sponsoring Italian recipes on Tesco Real Food (where surveys showed improved shopper experience and brand equity lift), and research showing two-thirds of shoppers find Disney+ ads at the snacking aisle completely relevant and normal.Is advertising something that shoppers passively suffer?[13:52]Moving beyond the idea that advertising is a cognitive overhead, Florian explains Tesco's Clubcard Challenges—a gamified loyalty programme where shoppers select up to 10 brands they've bought before, set personalised spend milestones over six weeks, and earn escalating Clubcard points. Shoppers are in control, advertisers only pay when customers hit spend thresholds, and the mechanic blends performance, loyalty and engagement in a transparent, shopper-first way.Is relevance the most important factor?[21:35]Florian's counterintuitive argument: "100% relevance equals 0% incrementality." While search results must be relevant (someone searching for Gillette razors expects Gillette results), pure relevance risks becoming a self-fulfilling loop with no room for inspiration, discovery or brand building. Tesco has introduced "conquesting" (bidding on competitor brand terms with visually separate banner ads), audience targeting based on lifetime behaviour rather than in-session intent, and research into when and where to inject inspiration without degrading experience—balancing relevance with incrementality on both an X and Y axis.Is it all about monetisation?[31:16]Florian introduces "Smart Stock Audiences"—a Unilever co-test where Tesco suppresses ads for categories shoppers have just purchased (e.g., if you bought mayonnaise last weekend, you won't see Hellmann's ads this week). This prioritises shopper experience and advertiser efficiency over maximum ad serving, using Dunnhumby's 30 years of predictive data science to create audiences around high-propensity trialists, future decliners and recently stocked households—all processed in aggregate to remain 100% privacy-safe.Key Insights & Quotes"If someone searches for Gillette shaving blades and gets an ad for Gillette shaving blades and buys the Gillette shaving blades, what have we done here? It's amazing ROAS, but not really ROI." "Is relevance and inspiration not the opposing sides of a continuum, but actually an x-axis and a y-axis?" "There might be some times when it's better not to serve an ad… if they've just bought a big jar of mayonnaise this weekend, this might not be the time to advertise more mayonnaise." "It's called relevance, not relevancy. I don't know how some people keep calling it that." Florian and Ian also explore the strategic planning process behind Tesco's omnichannel campaigns, how the team pitches for advertiser budgets alongside major UK media platforms, the role of A/B testing and shopper surveys in balancing monetisation with experience, and how Clubcard's scale and Dunnhumby's data science enable sophisticated audience strategies that work in aggregate without compromising individual privacy.Resources & LinksTesco Media and Network - https://www.dunnhumby.com/tesco-media-insight-platform/RetailCraft podcast - Florian's previous episode Florian on Linkedin - https://www.linkedin.com/in/florianclemens/Ian Jindal on Linkedin - https://www.linkedin.com/in/ianjindalEpsilon on Linkedin - https://www.linkedin.com/company/epsilon/ ————————About Marketing Un:LearnedMarketing Un:Learned explores the challenges that leading-edge digital ...

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