The news: creator content is coming to the shop floor

Influencer content is moving off the phone and into the shop. At its Upfront event on 8 October, Tesco Media launched a new influencer proposition that lets brands bring their trusted content creators into the Tesco shopping experience. Campaigns are already in testing, and Tesco says the aim is to make brands’ creator spend “work harder”.

Until now, most creator budgets have lived entirely on social platforms. Tesco wants to connect that spend to the moment someone is actually deciding what goes in the basket.

How it will work: from feed to shelf

Creator-led video will run across Tesco’s website and app, and on its in-store digital screens. Tesco has more than 3,800 of them, with 2,800 in Express stores. The idea is simple: a shopper who has seen a creator recommend a product online can see that same creator again when they are standing in front of the shelf.

That joined-up approach is what makes this different. Inspiration and purchase sit in one journey rather than two separate ones, and brands can see how the content performs from first view to final sale.

Why Tesco is doing it: the under-45 shopper

Tesco is leaning on a clear shopper habit. According to Tesco Media, 40% of shoppers under 45 actively follow influencers for suggestions on good brands and products. If that describes your customer, whether they are buying groceries or gifts, it’s worth paying attention.

Tesco’s marketing and sales director Stacy Gratz has said the company believes influencer content and retail media are a natural fit. Retail media itself is booming: Tesco Media puts UK spend at an estimated £6.53bn by the end of 2026, which makes it one of the fastest-growing channels around.

Making it easier to buy: the new self-serve tool

The announcement came alongside a new self-serve platform, Ad Manager, built with software company Kevel. It brings planning, booking, measurement and optimisation into one place. For brands that have held back from retail media because it looked complicated or out of reach, simpler booking and clearer reporting lower the barrier to trying it.

What it means for independents: the lesson isn’t about screens

Few independent retailers and growing brands will be buying space in Tesco Express any time soon. But the lessons travel well:

• Shoppers trust people, not just logos. Creator recommendations carry weight because they feel authentic. That works for a grocery shopper and just as well for a gift buyer in a boutique.
• Content now travels from screen to shelf. The strongest campaigns link what people see online with what they find in store. Your displays, packaging and point of sale should echo the stories you tell on social.
• Proof of performance is becoming standard. Retail media is built around showing what worked. Buyers increasingly expect suppliers to demonstrate how activity drives sales, not just awareness.
• Smaller budgets can still play. Micro creators, local voices and customers who already love your products can give you the same authenticity at a fraction of the cost.

What suppliers can do now: get content ready

If you supply retailers, ask whether your range comes with content a buyer could actually use. Short video, creator-ready assets and clear product stories make it easier for a retailer to promote you, whether on their own screens or on their social channels. Brands that make the buyer’s job easy tend to get the best placement.

It also pays to think about who is already talking about your products. Loyal customers, trade press and local creators are often the most credible voices you have, and they cost far less than a big-name partnership.

What retailers can do now: bring trusted voices into your space

If you run a shop, the same thinking applies on a smaller scale. Invite a local creator in for an in-store event. Feature a customer favourite on your social channels and point people to the shelf where they can find it. Use screens, window displays or shelf talkers to carry the same message shoppers saw online.

Done well, this helps turn a scroll into a visit and a visit into a sale.

The bigger picture: plan for joined-up shopping journeys

The biggest players are investing heavily in connecting inspiration and purchase. The brands and retailers who plan for that now, with content that works online and in store and a clear way to measure it, will be best placed to benefit as the line between social and shop continues to blur.

Ready to find your next supplier, product or idea? Register to visit Spring Fair at the NEC Birmingham from 7 to 10 February 2027 to see what’s new and meet the people behind it.