The Co-op has launched the UK’s first convenience retail media network, which will improve advertising relevancy for shoppers and help brands reach wider audiences.
The Co-op Media Network brings together the convenience retailer’s in-house team and long-term retail media network agency partner Threefold, under one recognisable brand identity.
Brands can now “strategically connect” their products to the grocer’s shoppers via offsite digital media channels, which allows them to centre advertising spend on consumers that are more likely to be interested in their goods or services.
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Samuel Knights, CEO of Threefold’s owner SMG, said that brands will also “gain a comprehensive understanding of performance and measure the high ROI that convenience media can drive.”
Co-op chief membership and customer officer Kenyatte Nelson added: “This is a momentous move for Co-op and one that will solidify our position in the retail media sector.
“Co-op’s nationwide network of frequently-shopped, smaller stores drives increased opportunities for brands’ advertising campaigns, and the unique impulsive nature of convenience shopping missions creates untapped occasions for brands to grow their sales.
“Convenience shopping and supermarket shopping are different purchasing occasions and brands will see greater sales and brand building benefits by executing media against both.”
Earlier this month, Asda appointed SMG as its new retail media partner as it looks to expand its network across more UK stores.
SMG will manage the supermarket’s retail media planning and operations functions, as Asda looks to add new digital channels and introduce innovative propositions.
