Nectar360, which owns and operates Nectar, a UK loyalty coalition programme, as well as managing Sainsbury’s and Argos’ 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, a move that also includes the launch of a new internal screen network.
The Sainsbury’s Live network currently reaches millions of shoppers every week through more than 320 full motion digital screens, placed at store entrances.
It will now become the UK’s largest connected digital supermarket screen network, as Clear Channel upgrades the existing offering, expanding the external screen network to include 420 screens and launching up to 400 internal ones across stores nationwide.
In terms of the latter, 75” screens give brands and Sainsbury’s increased flexibility to tailor campaigns to location, weather, events, competitions or other contextually relevant factors.
Clear Channel says it will install new Waferlite screens externally that it is claimed are up to 50% more energy efficient. Additionally, the entire network will be powered by Sainsbury’s renewable energy.
Amir Rasekh, Managing Director, Nectar360, says: “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.”
Rasekh adds: “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 AdTech – in-store, on-site and off-site – using our rich insight to enhance the customer journey.”
Richard Bon, Managing Director at Clear Channel UK, says: “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.”
Bon adds: “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.”
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