Currys has announced the expansion of its Connected Media platform – which turns its in-store TV screens into media advertising spaces to target customers while they shop.
With an average of 100+ TV screens in many of its stores, the retailer is allowing its media brand partners to maximise in-store experiences by enhancing its “already flourishing” retail media network, it said.
Powered by technology from PRN (a STRATACACHE company), Currys will enable brands to advertise on these networked displays within its shops across the UK and Ireland, where the company said it hopes to deliver around 40 million annual impressions.
This opportunity is available to brands sold in all Currys’ 297 UK&I stores, as well as to other brands wanting to connect with Currys’ shoppers. Customers will benefit from “best-in-class, high-spec” adverts on the in-store screens, the retailer said, showcasing the products at their best.
This project marks PRN’s first UK in-store retail media network, building on the company’s 30 years of experience in the US.
Susie Moan, Chief Data Officer at Currys, said: “This represents a huge step forward and is crucial for us as a leading omnichannel retailer. It’s another important touchpoint in the growing Currys Connected Media portfolio, enabling brands to reach tech shoppers in new ways.”
Kevin Carbone, CEO at PRN, added: “Currys has the largest TV display network in the UK, and through PRN they are able to extend their already impressive, connected media network to reach shoppers across every stage of their journey to purchase. Adding in-store capabilities to Currys Connected Media will add value to each pillar of their existing proposition, giving brands more opportunities to drive sales as well as gain deeper essential insights.”
