Nectar360, the operator of the Sainsbury’s Nectar loyalty programme and unit in charge of the supermarket’s retail media services, has announced plans to expand its connected digital screen network to over 800 screens, in conjunction with out-of-home media and infrastructure company Clear Channel UK.
The ‘Sainsbury’s Live’ network currently reaches over 15 million shoppers per fortnight through a national network of more than 320 full-motion digital screens, placed at store entrances. Building on the current network, Sainsbury’s Live is set to 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 the retailer’s store estate.
The internal screen network is expected to give brands and Sainsbury’s increased flexibility to tailor campaigns to location, weather, events, competitions or other contextually relevant factors to enhance brand awareness.
Given the rapid growth of retail media, the company noted that 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.
Amir Rasekh, Managing Director of Nectar360, commented: “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.”
Rasekh added: “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.”
Richard Bon, MD at Clear Channel UK, commented: “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.
“Consumers actively search the ads they see, so in terms of the retail media opportunity, digital screens enable campaigns to extend to the devices of those most geographically likely to have seen an ad. It’s a win-win for brands, advertisers and customers. This milestone isn’t just about 25 years; it’s about our evolution to deliver the future of retail media.”
NAM Implications:
- A pointer for rivals.
- Especially given the appeal of Retail Media revenues…
- This says it all: ‘gives brands and Sainsbury’s increased flexibility to tailor campaigns to location, weather, events, competitions or other contextually relevant factors to enhance brand awareness’.
- Compare this with advertising via traditional linear TV…
