Sainsbury’s partners with Rokt to enhance online shopping experience

Sainsbury’s, one of the leading supermarket chains in the UK, has announced a significant collaboration aimed at enhancing the online shopping experience for its customers. This development is part of a new partnership between Nectar360, Sainsbury’s in-house loyalty and data company, and Rokt, a renowned e-commerce firm specializing in AI-powered technology.

The partnership will see Rokt’s advanced AI technology being integrated into the digital checkout processes of Sainsbury’s and its associated retailer, Argos. This integration is intended to deliver a more tailored shopping experience by offering personalised third-party product recommendations, as well as targeted non-endemic adverts and product offers right at the point of payment.

Unlike traditional banner adverts which offer a generic approach, the new system aims to ‘enhance’ the user experience by providing more ‘relevant’ suggestions, thereby improving customer satisfaction according to Nectar360. This upgrade is anticipated to roll out on additional sites under Sainsbury’s umbrella, including its Tu clothing and Habitat homeware brands, early next year.

Courtney Hopkins, Rokt’s Vice President of Strategic Partnerships for Europe, the Middle East, and Africa (EMEA), expressed excitement over the collaboration. She highlighted that Rokt’s vast network of premium advertisers could provide value-added messages that would not only enhance the customer experience but also contribute to building long-term loyalty for the Sainsbury’s and Argos brands.

This partnership aligns with a broader initiative across Sainsbury’s to amplify personalisation in its customer offerings. Earlier in 2023, the retailer launched the Nectar Prices loyalty scheme, which began offering personalised deals to app and website users in October. The alliance with Rokt is seen as a natural progression in this quest to enrich the shopping journey for consumers.

Alice Anson, Director of Digital Media at Nectar360, also commented on the significance of the venture. She outlined that the collaboration complements their strategic vision of delivering added value through partnerships with innovative tech companies, ensuring that customers benefit from relevant and timely offers post-checkout.

This move is emblematic of the retail industry’s growing trend towards personalisation, leveraging data and technology to cater more specifically to individual shopper preferences and needs.

Source: Noah Wire Services