Co-op is advancing its retail media ventures through the incorporation of digital screens.
- The initiative involves installing 300 screens in high-footfall urban stores.
- Greater London, Manchester, and North Yorkshire are initial target areas.
- The strategy is aimed at enhancing brand visibility and measuring retail media impact.
- The expansion will solidify Co-op’s position as a leading media owner in retail.
The Co-operative Group is taking decisive steps to enhance its retail media capabilities by integrating 300 new digital screens at the forefront of selected stores. This development is designed to ‘turbo-charge’ its media offerings, aiming to create significant improvements for brands investing in these advertising spaces.
Strategically, these installations will focus on urban areas with high customer traffic, specifically targeting locations in Greater London, Greater Manchester, and North Yorkshire. Each week, 24 Co-op stores are expected to be fitted with these digital screens, continuing until January of the coming year. Matt Hood, Managing Director of Co-op Food, expresses confidence in the enterprise, emphasizing the potential for measurable, consistent returns on investment for brands choosing to engage with Co-op’s media options.
The inclusion of these digital displays will increase the total number of screens across Co-op’s 2400 stores to over 9300. These displays include those at kiosks and customer-facing areas at staffed tills, as well as new placements at entrances or adjacent windows. By targeting urban areas where footfall is highest, Co-op intends to maximise the reach and enhance the visibility of advertisers’ messages.
Matt Hood articulated the rationale behind the focus on urban settings, highlighting the goal of leveraging Co-op’s expansive store network to optimise reach and frequency for advertisers. ‘Our investment into digital screens solidifies Co-op Media Network’s position as the UK’s largest and leading media owner in the convenience sector,’ he stated with confidence, underscoring the transformative potential of this strategic move.
Co-op’s strategic rollout of digital screens positions it as a formidable media presence in the retail sector, maximising advertiser reach.
