Nectar360, the Sainsbury’s-owned media firm which operates the Nectar loyalty scheme as well as Sainsbury’s and Argos’ retail media services, is expanding its connected digital screen network to over 800 screens, including the launch of a new instore network.
It is claimed that the Sainsbury’s Live network, run in conjunction with Clear Channel UK, reaches millions of shoppers every week (over 15 million a fortnight) through a national network of more than 320 full-motion digital screens, placed at store entrances.
Building on the current network, the new plan will see it become the UK’s largest connected digital supermarket screen network, as Clear Channel upgrades the existing screens, expanding the external screen network to include 420 screens and launching up to 400 internal screens across stores nationwide.
With the introduction of the internal screen network, Nectar360 maintains the 75” screens will give brands and the retailers increased flexibility to tailor campaigns to location, weather, events, competitions or other contextually relevant factors. This enhances brand awareness and memorability throughout a consumer’s in-store journey, it reckons.
The move will also see the introduction of new external Waferlite screens that are up to 50% more energy efficient, while the entire network will be powered by Sainsbury’s renewable energy.
Given the rapid growth of retail media, the ability to connect the dots between in-store, on-site and off-site digital capabilities will soon become a basic requirement for any major retail media network, Nectar360 insists.
Managing director Amir Rasekh said: “After 25 years of working together, we’re delighted to continue our journey with Clear Channel. The connected screens offer huge potential to generate a range of customer interactions including QR codes and relevant offers, as well as building brand and product awareness. By working together with Clear Channel, we can provide an in-store experience that will inspire shoppers.
“The digitisation of the store environment is expected to be the next evolution of retail media networks, so it’s important that we connect our digital capabilities across channels. Over time, the Sainsbury’s Live partnership will play a part in allowing us to connect our entire retail media offering through ad tech – in-store, on-site and off-site – using our rich insight to enhance the customer journey.”
Clear Channel UK managing director Richard Bon added: “Since our partnership began in 1998, we’ve journeyed through two-and-a-half decades of transforming retail media. Just like our partnership, shopping behaviour is constantly evolving, but customers will always visit a store – it’s where a large proportion of grocery sales take place, regardless of demographic.
“This network of digital screens provides the perfect opportunity to combine creativity, flexibility and accountability, and we’re pleased to be working with Nectar360 and Sainsbury’s to make this connected customer experience a reality.”
Related stories
Brands wake up to power of retail data to boost insight
Retail media to hit £21bn in drive for first-party data
Loyalty clubs see major boost from member-only offers
Nectar apes Clubcard Prices as grocery spend drops
Retail media to rescue as Brexit still haunts UK market
Sainsbury’s boosts attack with Nectar Prices expansion
