The Co-operative Media Centre has been established in order to offer a co-ordinated approach for those looking to use the more than 30 different channels that are currently available across the Group.
While the majority of the channels are associated with The Co-operative Food other opportunities exist, particularly in pharmacy, travel, funerals, as well as financial and legal services.
Media channels include digital screens, point of sale, radio, direct mail and magazines. The Group already has the largest digital screen network in Europe.
The centre has been set up in conjunction with abc media group, Europe’s leading digital retail media agency and with over four years’ experience of working with The Co-operative.
Central to the Media Centre will be a new media planning website for both media agencies and brands.
Retail media — targeting out-of-home consumers — is one of the fastest growing media channels in the UK. Major brands such as AOL, PepsiCo and Unilever have already booked marketing campaigns.
Head of Commercial Marketing at the Co-operative Group, Susan Beetlestone, said: “We are the first major retailer to adopt this innovative, co-ordinated approach to in-house media targeting consumers at the point of purchase. At a time of media fragmentation and changing consumer habits we can offer brands a unique opportunity to reach millions of regular shoppers and members. We are committed to becoming a credible media owner and delivering results for advertisers.”
Stuart Tiedeman, Managing Partner, of abc media, said: “This innovative one-stop Media Centre puts The Co-operative well ahead of its rivals. We are confident this major new media opportunity will be seriously considered by marketers looking for multi-channel targeting.”