Co-op Media Network (CMN) is launching a first-party data solution that will enable brands to navigate and target curated sets of convenience shoppers across digital channels, at scale and speed.

The convenience retailer said that the tool, called Co-op Compass, will offer advertisers a quick and effective way to manage their offsite digital advertising. It promises to let them reach curated ready-to-use audiences, enabling “seamless activation across several touch points”.

The launch of the solution marks the next step in the retailer’s mission to build a new suite of proprietary media products, by using customer data from more than 850 million transactions annually.

Co-op chief membership and customer officer Kenyatte Nelson said: “First-party data, like that harnessed by Co-op Compass, provides unparalleled insights into shopper behaviour and preferences, enabling brands to create highly targeted and effective campaigns at speed that resonate with their audiences.

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“These campaigns will utilise Co-op’s strengths as a leader in convenience to create tailored and unique experiences driven by who shoppers are, how they live and how they shop. This launch is an evolution of our already strong offering and we’re looking forward to further showcasing the power of retail media to brands in the convenience shopper space.”

Co-op Compass has been developed with retail media specialist SMG, a data company, LiveRamp.

SMG chief strategy officer Katie Streeter Hurle added: “Traditionally, advertising in convenience retail relied on in-store triggers and activation to drive purchases. However, Co-op Compass will help brands move decision-making upstream, driving intent before the shopper enters the store.”

From launch, Co-op Compass will offer a managed service activating audiences via social and digital display channels. Additional advertising routes are planned to launch throughout 2025, with a further roll out of a self-service option.

In February, new data from Co-op found that convenience retail media can “supercharge” brand recall by four times compared to campaigns in larger stores due to shopper frequency and the “unique” c-store format.