Co-op in 'first' convenience store retail media network

Co-op has launched what it claims is the UK’s first retail media network in the convenience sector to help brands reach new and wider audiences, while improving advertising relevancy for its shoppers.

Just three months after signing a deal with LiveRamp to develop the platform, the Co-op Media Network will bring together Co-op’s in-house team and its long-term agency partner Threefold – an SMG agency which is one of the largest operators of retail media networks in the UK – under one brand identity.

The retailer maintains that the Co-op Media Network will deliver a new proposition that capitalises on the scale of Co-op’s operations and the uniqueness of convenience shopping, compared to traditional, big box retailers.

Co-op chief membership and customer officer Kenyatte Nelson said: “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.”

SMG recently scooped Asda’s retail media account as part of plans to expand its network in more stores, through new digital channels. It took over from GIG Retail.

SMG chief executive Samuel Knights said: “This moment marks a true evolution in Co-op’s media capabilities. There’s now an ever-growing opportunity for brands to strategically connect with a distinct group of convenience shoppers with precision, ensuring the right messages are received by the right customers.

“As the importance of retail media continues to grow within the broader marketing mix for brands, SMG will help brands investing in Co-op Media Network to gain a comprehensive understanding of performance and measure the high ROI that convenience media can drive.”

The Co-op Media Network Group will enable brands to connect their goods and services to Co-op shoppers in offsite digital media channels.

As the second most-visited grocer in the country, the convenience retailer has a nationwide footprint with almost 2,400 convenience stores across the UK, a rapid delivery ecommerce business, an insurance arm and more than 5 million loyalty club members.