B&Q and BrandSwap revolutionize retail with AI-driven post-checkout rewards

B&Q partners with BrandSwap to launch AI-powered post-checkout rewards, leveraging real-time consumer data. This move reflects broader trends in retail media networks, where hyper-personalization and dynamic strategies are reshaping customer engagement and advertising.

In a bold move to enhance customer experience, B&Q has teamed up with BrandSwap to introduce AI-driven post-checkout rewards, utilizing live transaction data to offer DIY project-specific discounts. This initiative mirrors the rapid growth of retail media networks like Nectar360, which reported an 11% YoY revenue increase in H1 2024, driven by innovative campaigns such as Diet Coke's AR 'hide-and-seek' game.

B&Q and BrandSwap: A New Era of Retail Engagement

B&Q's collaboration with BrandSwap, announced on 14 June 2024, marks a significant shift in how retailers leverage real-time data to enhance customer engagement. By integrating AI-driven post-checkout rewards, B&Q aims to offer discounts tailored to specific DIY projects, creating a more personalized shopping experience.

The Rise of Retail Media Networks

This move aligns with broader trends in retail media networks. Nectar360, for instance, achieved a 92% viewability rate in Q2 campaigns by using checkout-data targeting, as reported in Sainsbury's 17 June trading update. The success of campaigns like Diet Coke's AR-enabled 'hide-and-seek' game, which boosted app engagement by 37%, underscores the potential of hyper-personalized marketing.

Data-Driven Marketing Takes Center Stage

According to IAB UK, retail media ad spend in the UK reached £4.1 billion in 2024, driven by the demand for closed-loop attribution. BrandSwap's recent API update on 12 June enables reward personalization in under two seconds using live basket data, further enhancing the efficiency of these campaigns.

Historical Context and Future Outlook

The shift towards dynamic, context-aware advertising strategies is not entirely new. In the 2010s, mobile payment systems like Alipay and WeChat Pay revolutionized consumer behavior in China, laying the groundwork for today's AI-driven personalization. Similarly, the current trend of 'moment marketing' in retail media networks builds on these earlier innovations.

Looking ahead, a Retail Week survey indicates that 63% of retailers plan to implement dynamic reward systems by 2025. As TikTok Shop's recent partnership with Dunnhumby on 18 June demonstrates, the integration of retail media with viral product trends is set to further blur the lines between retail and media ecosystems.

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