Digital retailer Very Group has “reimagined” its retail media proposition with the launch of Very Media Group (VMG). 

The launch extends its now one-year partnership with independent retail media operator SMG with an aim to “become the choice retail media network for brands”.

The Very Group, one of the UK and Ireland’s largest pureplay e-tailers is looking to extend its retail media capabilities to more than 200 brands through VMG.

Drawing on technology from SMG, it aims to bring the power of “this deep consumer insight” to brand partners, “helping them connect to the distinct Very audience at scale”.

“Since launching its new platform in November 2023, Very Group has shown the power of its rich customer dataset and leading creative capabilities in optimising its own brand marketing, driving material growth in brand attribution, sentiment and shopper intent”, VMG said. 

It noted the current autumn and summer ‘Haus of Flamingo’ campaigns with the core ‘Let’s Make It Sparkle’ proposition “have achieved wide acclaim”.

In addition to The Very Group’s own experts, Very Media Group will be reinforced with a dedicated in-house SMG team that brings experience in campaign strategy, concept development, campaign execution, retail trading, marketing and data analysis, and delivering brand-centric omnichannel campaigns.

Jessica Myers, chief  customer officer at The Very Group said: “We have amazing in-house retail media expertise, one of UK retail’s largest data assets, and an outstanding creative team. 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.”

Sam Knights, CEO of SMG, added: “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.”