What: Boots, Co-op, and Very are enhancing their retail media networks to leverage customer data and improve brand engagement, aiming to boost sales and create new revenue streams.

Why it is important: The development of retail media networks allows retailers to utilise customer data more effectively, providing personalised marketing opportunities and enhancing customer loyalty, which is crucial for maintaining a competitive edge in the retail industry.

Retail media networks are gaining traction as a significant growth area for retailers, with companies like Boots, Co-op, and Very taking strategic steps to expand their capabilities.

Boots: With over 17 million active Advantage Card users, Boots is leveraging its extensive customer data to enhance its media network. The focus is on creating cohesive campaigns that align with Boots' objectives while providing transparency to brands. This strategy aims to boost the omnichannel experience and introduce new revenue streams by collaborating with emerging brands. Boots is gearing up for its largest Christmas campaign yet, promising innovative partnerships and opportunities for brands.

Co-op: Since launching its retail media network in January, Co-op has prioritised convenience as its core offering. The introduction of digital screens in high-footfall urban locations aims to better target customers and increase brand engagement. Co-op's strategy has received positive feedback, with improvements in execution speed, error reduction, and brand performance. The retailer plans to expand its media channels into social media platforms, websites, and streaming services.

Very Group: Very has reimagined its retail media network by integrating its in-house team with SMG and Criteo's commerce media platform. This integration allows Very to combine customer data with a new creative platform to showcase brands effectively. The focus is on bespoke, data-driven campaigns that deliver strong returns on investment. Very plans to expand its technology over the next year to provide real-time data to brands, enhancing campaign effectiveness.

Several retailers are expanding their media networks