Co-op is set to significantly advance its digital media strategy with the installation of 300 new front-of-store digital screens across the UK.
This strategic investment is undertaken in partnership with independent retail media operator SMG. With these additional screens, Co-op’s network will expand to a total of 9,300 across their 2,400 stores. These screens will primarily be installed in areas with high foot traffic, such as Greater London, Greater Manchester, and North Yorkshire. There is an ambitious installation plan targeting 24 stores per week, aiming for completion by January 2025.
The implementation of these screens is part of the Co-op Media Network’s broader objective to enhance digital capabilities, offering FMCG brands a strengthened platform for consumer engagement across Co-op’s numerous outlets. This development follows Co-op’s earlier move in establishing the UK’s first convenience retail media network, which aims to increase advertising relevance and broaden brand audiences.
Matt Hood, Co-op Food’s managing director, emphasised the significant potential for brands investing in this initiative. Hood stated, “We’re the experts in convenience, and given our unparalleled shopper footfall, we want brands that invest with us to realise that retail media spend in Co-op stores can yield significant results that can importantly be measured, with a consistent return on investment across the board.”
The installation of digital screens is designed to leverage Co-op’s extensive reach, with stores located in every postal code area in the UK. This ensures high brand visibility and a consistent return on investment, solidifying the Co-op Media Network’s status as the largest media owner in the UK’s convenience sector.
Additionally, these screens enhance existing in-store media infrastructure, including kiosk and customer-facing screens at manned tills, focused on key customer missions like food-to-go, food-for-later, and treat occasions. This comprehensive approach underscores Co-op’s leadership in the retail media landscape.
As Co-op continues to innovate its digital media offerings, the retail landscape is poised for enhanced brand engagement and consumer interaction.
