Cotswold Outdoor Group has expanded its in-store retail media network to 149 digital displays across 23 stores. Working with retail media technology provider Broadsign and in-store media integrator IUF, it includes displays at tills, shelves and front-of-store locations, as well as totems and large-format screens.
The displays are powered by Broadsign’s CMS and Ad Server, giving Cotswold Outdoor a central platform for managing content and advertising across the network, with the in-store network also connected with Cotswold Outdoor’s existing Zitcha retail media platform.
Cotswold Outdoor says the technology is already delivering measurable results for brands including HOKA, ASICS and Nike. Most recently, a targeted HOKA campaign combining onsite and in-store media delivered a 13% lift in units sold per store.
“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,” explained Mary Antieul, Head of Commercial, Cotswold Outdoor Group. “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.”
Frank Vallenga, Vice President, Platform Sales, EMEA and SEA, Broadsign said: “Retail media is evolving fast, and partnering with IUF, we’ve delivered an in-store media infrastructure for Cotswold that can scale rapidly. Together, we’ve designed a network that makes it easy for its team to add, manage, control, and monetize new screens and integrate programmatic trading capabilities down the line. By leveraging our integration with Zitcha, Cotswold has been able to connect audiences across their various retail media channels, which is a challenge many retailers have yet to solve.”
“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,” said Josh Bunce, CEO, IUF. “Together we were able to deliver a cohesive customer journey so that Cotswold Outdoor Group can maximize its in-store retail proposition today but also ensure that it can scale easily into the future. 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.”
