Co-op launches its own convenience retail media network
The Co-op has launched its own retail media network to help brands reach new and wider audiences
A first for the UK convenience sector, the new offering will also aim to improve advertising relevancy for shoppers.
The Co-op Media Network will bring together Co-op’s in-house team and its long-term agency partner Threefold under one recognisable brand identity.
Kenyatte Nelson, chief membership and customer officer at Co-op, explained: “This is a momentous move for Co-op and one that will solidify our position in the retail media sector. Co-op is a leader in the convenience market and we will use our strengths to replicate our successes as a media owner.”
“Co-op’s nationwide network of frequently shopped smaller stores drives increased opportunities to see 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.”
The retailer will offer brands having advanced opportunities to connect their goods and services to interested Co-op shoppers in offsite digital media channels. It said this will help brand advertisers to improve their media efficiency by focusing their advertising spend on shoppers that are more likely to engage with their products.
The Co-op has a nationwide network of almost 2,400 convenience stores across the UK.