SAINSBURY’S BOOSTS RETAIL MEDIA REACH WITH LARGEST GROCERY DIGITAL SCREEN NETWORk

Sainsbury’s is doubling the number of in-store screens to provide the largest connected digital supermarket screen network.

The initiative, in partnership with Nectar 360 and Clear Channel today, will place its own channel ‘Sainsbury’s Live’ in front of customers, where the supermarket can tailor campaigns on display with location, weather, events and competitions.

The retailer said the expansion would mean its screen network surpasses that of rival Tesco.

The external network will include 420 screens, while up to 400 75″ screens will be launching internally across stores nationwide.

The expansion also looks to build on the partnership’s sustainability commitments as Clear Channel will install new Waterlite screens externally that are up to 50% more energy efficient, with the entire network powered by Sainsbury’s renewable energy.

Nectar360 managing director Amir Rasekh, said: “The connected screens offer huge potential to generate a range of customer interactions including QR codes and relevant offers, as well as building brand and product awareness.

“The digitisation of the store environment is expected to be the next evolution of retail media networks, so it’s important that we connect our digital capabilities across channels. Over time the Sainsbury’s Live partnership will play a part in allowing us to connect our entire retail media offering through ad tech – in-store, on-site and off-site – using our rich insight to enhance the customer journey.”

Clear Channel UK managing director Richard Bon added: “Just like our partnership, shopping behaviour is constantly evolving, but customers will always visit a store – it’s where a large proportion of grocery sales take place, regardless of demographic.

“Consumers actively search the ads they see, so in terms of the retail media opportunity, digital screens enable campaigns to extend to the devices of those most geographically likely to have seen an ad. It’s a win-win for brands, advertisers and customers.”

Also published in: Grocery Gazette