What: Currys extends its retail media network to physical stores across the UK and Ireland, transforming in-store screens into dynamic advertising spaces with potential for 40 million annual impressions.

Why it is important: This expansion represents a significant shift in retail media integration, capitalising on the growing GBP 4 billion UK retail media market while bridging the gap between digital and physical shopping experiences.

Currys has significantly expanded its retail media offering by extending Currys Connected Media into its physical store network across the UK and Ireland. Through a strategic partnership with in-store media specialist PRN, the electronics retailer is transforming its extensive network of TV screens into dynamic advertising spaces, with certain shops featuring over 100 screens. This initiative aims to deliver targeted advertisements and enhance in-store experiences for both new and existing brand partners. The expansion enables brands sold in Currys stores, as well as external advertisers, to connect with the retailer's customer base, with projections suggesting around 40 million annual impressions. The new in-store service integrates with the broader Currys Connected Media division, allowing clients to leverage cutting-edge advertising vehicles based on actionable insights. This development represents a crucial step in Currys' evolution as a leading omnichannel retailer, providing brands with innovative ways to reach tech-savvy shoppers throughout their purchase journey.

IADS Notes: Currys' expansion into in-store retail media aligns with significant industry developments throughout 2024. As noted in March 2024, retail media advertising has been experiencing unprecedented growth, with projections reaching USD 100 billion in the US market by 2027. The strategy mirrors successful implementations seen in May 2024, where major retailers like Walmart demonstrated the effectiveness of in-store digital screens in reaching vast customer audiences. The timing is particularly relevant, as highlighted in July 2024, when reports showed retail media networks could potentially double retailers' margins from 1.7% to 4.3%. This trend gained further momentum in October 2024, with retailers like Boots and Co-op expanding their digital screen networks in high-footfall locations, proving the growing appetite for integrated retail media solutions across the industry.

Currys has expanded its retail media offering into its stores