Currys debuts in-store retail media offering

The news: Currys added in-store capabilities to its retail media network.

• Brands will be able to reach shoppers at each of Currys’ 297 stores in the UK and Ireland.
• The new offering will be powered by in-store retail media platform PRN.

The details: Currys is bullish about its in-store advertising opportunities, in part because it has a lot of real estate to work with. Many of its stores have more than 100 screens—unsurprising for an electronics retailer—giving brands plenty of chances to get in front of shoppers.

• Those screens will be used to deliver targeted in-store ads, with the aim of delivering around 40 million annual impressions.
• With the majority (55%) of Currys’ sales taking place in stores—a proportion that’s held steady for the past three years—those impressions have a solid chance of convincing shoppers to make a purchase.

Currys is also confident that its in-store ad formats will appeal not just to the brands that sell in its stores but also to non-endemic brands. 80% of UK households are Currys customers, giving it unique access to a large swathe of consumers.

Our take: Currys’ retail media enhancements will serve it well in a highly competitive, fast-growing market. Offering in-store advertising will allow Currys to keep pace with the many UK retailers that already have such capabilities.

We expect UK retail media ad spending to jump 26.4% this year to $5.9 billion, although just 28.8% of those dollars will be allocated to companies other than Amazon.

Go further: Read our report on UK In-Store Retail Media.

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