Co-op to boost retail media network with urban screens

Co-op is ramping up its retail media network by installing 300 new front-of-store digital screens in urban locations, including in Greater London, Greater Manchester and North Yorkshire, taking the total number of screens to over 9,000 across its store estate.

The Co-op Media Network was only launched in February this year through a partnership with SMG and this latest move will expand CMN’s digital capabilities and it is claimed will enable FMCG brands to deepen their engagement across Co-op’s frequently shopped convenience stores, which see over 16 million transactions each week.

The rollout – in collaboration with installation partners Commercial and software partners Grassfish – will see digital screens introduced to 300 of Co-op’s highest footfall, urban locations, with 24 stores planned to go live each week until January 2025.

These new front-of-store media touchpoints will take the total number of digital screens across Co-op’s 2,400 stores to over 9,300, including its current kiosk and customer facing screens at manned tills.

The retailer maintains the network will provide multiple opportunities for brands to work with CMN on their in-store campaigns, focusing on key missions such as food-to-go, food-for-later and treat occasions.

Co-op Food managing director Matt Hood said: “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 screens will be placed either at the entrance to the store, in the store foyer, or an outward-facing window close to the entrance.

Situated in busy urban areas and embedded into local communities, these screens will be visible not only to store visitors but also to passers-by, offering added value and exposure for advertisers.

Co-op insists this will ensure a high level of reach, influencing purchasing decisions at the start of the shopper journey, while also building brand awareness among passers-by who do not enter the store.

Hood continued: “The digital screen roll out has been designed to utilise Co-op’s superpower as a media owner, with a store in every postal code area we’re primed to deliver on reach and our high frequency of shoppers ensures that brands gain maximum visibility. Our investment into digital screens solidifies Co-op Media Network’s position as the UK’s largest and leading media owner in the convenience sector.”

SMG chief commercial officer Lee LeFeuvre added: “With more than 90% of grocery purchases still happening in-store, we are seeing a huge wave of digitisation across retailer store estates. We’re proud to see Co-op are at the forefront of this movement in the convenience sector.

“For brands, Co-op’s investment in digital screens is significant. It offers the opportunity to connect with Co-op customers throughout the shopper journey, as well as at the point of purchase through dynamic, personalised and creative content that is proven to drive action.”

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