New offering leverages Currys’ robust first-party data with Epsilon’s industry-leading marketing capability
The UK’s leading tech retailer, Currys, announces a partnership with global advertising and marketing technology company, Epsilon, to create a new solution to enhance the power of its off-site retail media capabilities. The new proposition called ‘Tech Hunters’ gives Currys’ brand partners the ability to better reach consumers with targeted online advertising to suit their specific needs and interests, leveraging Currys’ rich first-party data. Part of Currys Connected Media, Currys’ retail media operation, and in conjunction with Spark Foundry, the platform will combine Currys’ unique customer insights with Epsilon’s industry-leading identity solution, CORE ID, to give brands the best opportunity to reach in-market tech shoppers across the U.K.
“I couldn’t be more excited about the launch of Tech Hunters,” said Dan Rubel, marketing director at Currys. “This cutting-edge, personalised advertising vehicle allows tech brands to engage in-market consumers in real time. No company in the U.K. is better at spotting Tech Hunting consumers than Currys because no other company can match our scale, high brand awareness, omnichannel capabilities and rich first-party data. Paired with Epsilon’s world-class identity offering and expertise, we have a product that can enhance return on investment for hundreds of brand marketing departments and media agencies across the U.K., as well as delivering a uniquely personalised experience for our consumers.”
Launched in 2022, Epsilon’s retail media platform is the industry’s first offering to unite on-site and off-site retail media capabilities in a single user interface. The platform’s off-site capabilities increase reach for Currys’ brand partners across the open web and allows brands to scale their marketing through high-impact ad formats such as connected TV, display and video with a direct link back to a brand’s marketing investment. In addition, the platform gives Currys’ brand partners the ability to use real-time, SKU-level data to deliver more relevant messages and transparent measurement to tie digital campaigns to in-store sales.
Data from Epsilon’s 2023 global study on the current and future state of retail media indicated that only 37% of retailers leverage programmatic off-site as part of their retail media monetisation strategy, with audience targeting customisation/accuracy and distance from a consumer’s purchase decision serving as brands’ leading barriers to adoption.
“Currys continues to lead in customer-centric retail innovation, and we believe they are truly bringing this to how they approach their retail media solution,” said Ben Foulkes, commercial director, at Epsilon. “Our partnership ensures that brands tapping into the combined strength of Currys’ shopper data and our CORE ID can activate personalised campaigns no matter where an individual is in the purchase cycle, creating an always on opportunity brands can’t afford to miss out on. In addition, Currys’ new off-site capabilities give brands the ability to optimise those campaigns based on an individual’s propensity to purchase a particular product and determine the effectiveness of those campaigns with closed-loop reporting and measurement for both online and offline sales.”
###
About Currys
Currys plc is a leading omnichannel retailer of technology products and services, operating online and through 826 stores in 8 countries. We Help Everyone Enjoy Amazing Technology, however they choose to shop with us.
In the UK & Ireland we trade as Currys; in the Nordics under the Elkjøp brand and as Kotsovolos in Greece. In each of these markets we are the market leader, employing 30,000 capable and committed colleagues. Our full range of services and support makes it easy for our customers to discover, choose, afford and enjoy the right technology for them, throughout their lives. The Group’s operations include state-of-the-art repair facilities in Newark, UK, a sourcing office in Hong Kong and an extensive distribution network, enabling fast and efficient delivery to stores and homes.
Our vision, we help everyone enjoy amazing technology, has a powerful social purpose at its heart. We believe in the power of technology to improve lives, help people stay connected, productive, healthy, and entertained. We’re here to help everyone enjoy those benefits and with our scale and expertise, we are uniquely placed to do so.
We’re a leader in giving technology a longer life through repair, recycling and reuse. We’re reducing our impact on the environment in our operations and our wider value chain and we will achieve net zero emissions by 2040. We offer customers products that help them save energy, reduce waste and save water, and we partner with charitable organisations to bring the benefits of amazing technology to those who might otherwise be excluded.
About Epsilon
Epsilon is a global advertising and marketing technology company positioned at the center of Publicis Groupe. Epsilon accelerates clients’ ability to harness the power of their first-party data to activate campaigns across channels and devices, with an unparalleled ability to prove outcomes. The company’s industry-leading technology connects advertisers with consumers to drive performance while respecting and protecting consumer privacy. Epsilon’s people-based identity graph allows brands, agencies and publishers to reach real people, not cookies or devices, across the open web. For more information, visit epsilon.com.
