Co-op advances its digital media capabilities with a 300-screen rollout.
- The partnership with SMG enhances Co-op’s digital presence in 2,400 stores.
- New screens strategically placed to maximise footfall in high-traffic areas.
- The initiative is part of Co-op’s broader digital expansion strategy.
- Co-op aims to boost brand engagement and advertising relevance through new media touchpoints.
Co-op is embarking on a significant digital media expansion, introducing 300 new digital media screens to its front-of-store landscape. This move is in partnership with independent retail media operator SMG. The initiative will see the total number of screens across Co-op’s 2,400 stores increase to 9,300, enhancing its retail media offer.
The strategic placement of these screens aims to maximise exposure in areas with high footfall, such as Greater London, Greater Manchester, and North Yorkshire. Co-op has set a target to activate screens in 24 stores each week, with the rollout continuing until January 2025. These screens will be positioned at store entrances, in foyers, or in windows close to entrances, optimising visibility for brands.
Co-op’s managing director, Matt Hood, highlighted the unique position of Co-op as a convenience expert, emphasising that the retailer’s substantial shopper footfall can deliver measurable results and significant returns on investment for brands. The rollout is designed to exploit Co-op’s extensive presence, ensuring brands achieve maximum visibility and impact.
This expansion of digital media capabilities aligns with the Co-op Media Network’s broader strategy to elevate its digital offerings. The goal is to bolster advertising relevance for shoppers and enhance brand engagement. The new media touchpoints will work alongside existing kiosk and customer-facing screens, providing brands with opportunities to collaborate on in-store campaigns focused on key missions such as food-to-go, food-for-later, and treat occasions.
Earlier this year, Co-op introduced the UK’s first convenience retail media network, setting a precedent in the sector. This latest development further solidifies Co-op’s standing as a leading media owner in the convenience space, offering unrivalled reach and frequency of shopper engagement across the nation.
Co-op’s latest digital initiative exemplifies its commitment to pioneering advancements in retail media, promising enhanced visibility and engagement for brands.
