Co-op’s retail media network has launched a new offering to brands to tap its first-party data to target “curated sets of convenience shoppers” online.
‘Co-op Compass’ offers brands the ability to target Co-op customers based on different “convenience missions” such as treat, meal occasions, top up, food-to-go and gifting. The retailer’s shoppers have been segmented using their past purchases over the past 90 days.
“Missions reflect how the convenience shopper shops,” a spokesman for Co-op Media Network (CMN) said.
Co-op Compass ads will be served on Meta platforms (Facebook and Instagram) and the open web (websites and apps owned by third-party publishers). It is strictly an off-site media proposition, and separate to the shopper marketing and in-store screens and signage offering.
“First-party data, like that harnessed by Co-op Compass, provides unparalleled insights into shopper behaviour and preferences, enabling brands to create highly targeted and effective campaigns at speed that resonate with their audiences,” said Kenyatte Nelson, chief membership and customer officer at Co-op.
“These campaigns will utilise Co-op’s strengths as a leader in convenience to create tailored and unique experiences driven by who shoppers are, how they live and how they shop. This launch is an evolution of our already strong offering and we’re looking forward to further showcasing the power of retail media to brands in the convenience shopper space.”
CMN’s mission – it says – is to build a new suite of proprietary media products, which leverage Co-op’s high-frequency customer data from more than 850 million transactions annually and more than six million members.
From launch, Co-op Compass will offer a managed service activating audiences via social and digital display channels. Additional advertising routes are planned to launch through 2025, as well as the rollout of a self-service option.
“Leaning into Co-op’s market-leading positioning in convenience, we’re prioritising shopper moments and customer missions over more simple audience targeting,” said Katie Streeter Hurle, chief strategy officer at SMG. “With convenience retail thriving on impulsive purchases and a set of core missions, we believed that an offsite proposition should be built with this at the heart to make it work for advertisers.
“Traditionally, advertising in convenience retail relied on in-store triggers and activation to drive purchases. However, Co-op Compass will help brands move decision-making upstream, driving intent before the shopper enters the store,” Streeter Hurle added.
Co-op Compass will be delivered in partnership with LiveRamp. The partnership started in October 2023, but has now been extended for a further two years, to “turbocharge relevancy for members and brands in its first-party marketing and retail media offering”.
The retailer aims to triple the annual operating profit generated from media and insight by 2030.
CMN launched in January 2024 in partnership with SMG, the UK’s leading independent retail media operator, which also works with Boots, Deliveroo, Morrisons and Asda.
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