Cotswold Outdoor Group has expanded its retail media network into stores as it looks to give brand partners more ways to reach shoppers across physical and digital channels.
The company has partnered with retail media technology firm Broadsign and in-store media specialist IUF to roll out a new advertising infrastructure across its estate.
The network currently comprises 149 digital displays across 23 stores, including screens positioned at tills, shelves, store entrances and on large-format and freestanding units.
The technology is designed to allow Cotswold Outdoor to manage advertising campaigns across its in-store, onsite and offsite channels through a more joined-up retail media operation.
The retailer said the network was already delivering results for brands including HOKA, ASICS and Nike.
A recent HOKA campaign combining onsite and in-store advertising generated a 13 per cent increase in units sold per store, according to Cotswold Outdoor.
Broadsign’s technology is being used to manage content, monitor the screen network and schedule advertising, while IUF is overseeing deployment and ongoing support.
Cotswold Outdoor’s existing retail media platform, Zitcha, has also been integrated with Broadsign, enabling advertisers and agencies to extend campaigns running across digital channels into its physical stores.
Cotswold Outdoor Group head of commercial Mary Antieul said: “Our brand partners are a big part of that journey, and this collaboration with Broadsign and IUF offers a powerful new way to connect with our customers in-store, alongside our onsite and offsite media channels.
“It means we can bring the right messages to shoppers at the right moment, with less friction for brands and a more connected experience for customers.
“The early results have been really encouraging, and we’re excited to build on that momentum as we expand the network and explore future programmatic opportunities.”
Broadsign vice president of platform sales for EMEA and SEA Frank Vallenga said the infrastructure had been designed to allow Cotswold Outdoor to “add, manage, control and monetise new screens” as the network grows.
IUF chief executive Josh Bunce added that the project moved from tender to a live, revenue-generating network within 12 weeks.
He said: “The in-store channel is proving to be a competitive differentiator when advertisers start mapping out budgets, with brands already seeing impressive results from the in-store activations.”
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