Tesco has announced plans to allow brands to run influencer-led content on its network of digital screens as part of a push to expand its retail media offering.

The plan, announced at its Tesco Media Upfront event last week, will let brands feature the content across its network of 3,800 in-store screens. This includes 2,800 in Tesco express stores, as well as on the supermarket chain’s app and website.

Influencer-led campaigns are already being tested, Tesco Media said, with the intention of allowing brands’ spending on creators to “work harder” by ensuring they “can show up in the moments where shopping decisions actually happen”.

Research by Tesco Media, a partnership between the supermarket brand and retail data science provider Dunhumby, suggests that 40 per cent of shoppers under 45 actively follow influencers for brand and product recommendations. Tesco Media said that this retail media offering taps into that loyalty to create a more “cohesive customer journey”.

“For the first time ever, brands have the opportunity to bring their trusted content creators into the Tesco shopping experience, connecting inspiration with purchase through authenticity,” it added.

The retailer is also working to expand its wider advertising offering, partnering with AdTech company Kevel to create an AI-powered platform called Ad Manager. The tool is intended to bring together planning, booking, measurement and optimisation functions and use its AI capabilities to make tasks faster and sport opportunities to increase reach.

Drawing on data from the supermarket’s loyalty scheme, Clubcard, Tesco Media said that advertisers would be able to identify relevant shopper groups before campaigns go live.

This is the latest in a series of technology upgrades by the company. In September, it unveiled a pilot for an AI-powered virtual try-on service for its F&F clothing brand that is intended to understand how the supermarket can help customers feel more confident before purchase.

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