Cotswold Outdoor Group has expanded its retail media network through a partnership with retail media technology provider Broadsign and in-store media specialist IUF, creating a new in-store advertising infrastructure designed to support campaigns across stores, websites and external channels.
The outdoor retailer’s network currently includes 149 digital displays across 23 stores, covering tills, shelves, totems, large-format screens and front-of-store locations. The screens are managed through the Broadsign platform, which centralises content management and monitoring while helping the retailer schedule advertising and maximise media revenue.
The development is intended to make it easier for brand partners to run campaigns across multiple channels, combining in-store advertising with onsite and offsite media activity through the retailer’s existing retail media platform, powered by Zitcha.
Brands including HOKA, ASICS and Nike have already used the network. A recent HOKA campaign combining onsite and in-store advertising delivered a 13% increase in units sold per store, Cotswold Outdoor Group says.
Creating inspiring moments
Mary Antieul, head of commercial at Cotswold Outdoor Group, said: “At Cotswold Outdoor Group, we’re passionate about helping people get closer to the outdoors – and that starts with creating inspiring moments. Our brand partners are a big part of that journey, and this collaboration with Broadsign and IUF offers a powerful new way to connect with our customers in-store, alongside our onsite and offsite media channels.
“It means we can bring the right messages to shoppers at the right moment, with less friction for brands and a more connected experience for customers. The early results have been really encouraging, and we’re excited to build on that momentum as we expand the network and explore future programmatic opportunities.”
Supporting future growth
Frank Vallenga, vice-president of platform sales for EMEA and SEA at Broadsign, said the partnership had created infrastructure that can support future growth.
Josh Bunce, CEO of IUF, added: “This project went from tender to a live network generating revenue within twelve weeks, which demonstrates the expertise of all of the technical partners involved.
“The in-store channel is proving to be a competitive differentiator when advertisers start mapping out budgets, with brands already seeing impressive results from the in-store activations.”
