Selfridges has teamed up with adtech firm Criteo as it introduces sponsored products on its website for the first time.
As part of a new two-year partnership, Criteo will also power the luxury retailer’s onsite display, which it said would give shoppers “a fully personalised experience, creating opportunities for Selfridges’ brand partners to access retail networks”.
With access to Selfridges’ luxury shopper audiences, the pair hope the new tie-up will be able to “create meaningful, personalised full-funnel customer engagements that contribute towards a compelling on-site experience for all shoppers”.
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Via first-party customer data, brand partners will be able to target the right customers sponsored placements.
Selfridges digital director Charlotte Burrows said: “Providing an extraordinary experience for our customers sits at the heart of everything we do, and utilising retail media will enable us to deliver them a more seamless and personalised online experience. We also look forward to creating opportunities for our brand partners to amplify their offering through truly bespoke audience targeting.”
Criteo manging director enterprise Nicole Kivel said: “Often retail media is discussed purely as a performance tool, but what we’re focused on with Selfridges is how retail media can add value to the luxury customer experience by delivering precisely what the customer is looking for, in the kind of environment where they’re looking to make that purchase.
“We’re delighted to be working with Selfridges to deploy media in a way that elevates brands and delights customers with new ways to discover what they love.”
At the start of the month, the department store retailer unveiled its latest brand partnership, with lingerie brand Savage X Fenty online and via its Oxford Street store.
The collaboration, which marks the brand’s first physical sales location in the UK, will “enable customers to experience IRL what has globally made Savage X Fenty so unique.”
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