Moving Mindsets: The insight that turned Tesco’s retail media network into a full-funnel brand channel

Client: Tesco Media & MTM

Retail media has traditionally been viewed as a lower-funnel channel designed primarily to convert shoppers at the point of purchase. Tesco Media partnered with MTM to challenge that assumption through a research programme involving over 7,000 shoppers and the analysis of nearly 22,000 mindset moments across the grocery journey.

The result was Moving Mindsets, a new strategic framework built around a simple but powerful insight: shopping is not a linear, list-led activity. The research revealed that 71% of shoppers enjoy discovering new brands while grocery shopping, and nearly half of all shopping moments take place when customers are open to inspiration, ideas and influence. More importantly, the research created a practical planning tool that brands could use to better align messages, channels and creative assets to shopper mindsets throughout the journey. Since launch, Moving Mindsets has influenced planning conversations with 25+ brands, generated more than £1.2 million in tracked media revenue and helped reposition retail media as a full-funnel marketing channel capable of building brands as well as driving sales. By changing how advertisers understand shopper behaviour, Moving Mindsets has delivered both commercial impact and a new strategic direction for retail media.