Retailer Co-op has today announced an ambitious plan to install 300 new front-of-store digital media screens, significantly enhancing its retail media capabilities.

This initiative, in collaboration with SMG, will increase the total number of screens across Co-op’s store network to over 9,300, offering compelling opportunities for fast-moving consumer goods (FMCG) brands to connect with consumers in their frequently visited convenience stores.

The installation, executed with partners Commercial and Grassfish, targets Co-op’s 300 highest footfall urban locations, which see over 16 million transactions each week.

Among the areas benefiting from this upgrade are Greater London (12%), Greater Manchester (5%) and North Yorkshire (2.5%). The retailer’s plan is to activate 24 stores each week until January 2025.

The new screens will reportedly be strategically placed at store entrances, in foyers, or in outward-facing windows near the entrance to enhance the potential for influencing purchasing decisions and to build brand awareness for those who may not enter the store.

Managing Director of Co-op Food Matt Hood, highlighted the strategic intent behind this expansion further stating, “The digital screen rollout has been designed to utilise Co-op’s superpower as a media owner. With a store in every postal code area, we’re primed to deliver on reach, and our high frequency of shoppers ensures that brands gain maximum visibility.”

He added, “Our investment in digital screens solidifies Co-op Media Network’s position as the UK’s largest and leading media owner in the convenience sector.”

This high level of reach will provide multiple opportunities for brands to work with Co-op Media Network on in-store focused campaigns, with an emphasis on specific areas including food-to-go, food-for-later, and treat occasions.