As the final installment in SMG’s Beet.TV Leadership Series, Putting the Store at the Core of the Commerce Media Ecosystem, SMG spotlights Rachel Halter, Director of Membership and CRM at Co-op, the UK’s No. 1 convenience retailer.
Throughout the series, we’ve explored how leading brands are redefining the role of the physical store in the media mix. In this edition, Halter shares how Co-op’s member-first strategy and deep store network make the physical store the beating heart of Co-op Media Network, and how CMN is combining data and creativity to connect in-store experiences with digital engagement.
The Store at the Center of Co-op’s Media Strategy
“Interestingly, here in the UK, the physical stores have always been the absolute central hub of our retail media strategy. About 80% of our retail media business sits in the store.
So for me, it’s less about how physical stores fit in, because they already play such a vital part. It’s more about how brands see stores always being part of their marketing campaigns and their channel mix.”
Halter points to recent research with Lumen that reinforces the effectiveness of in-store media beyond the four walls.
“When customers saw media in our stores, yes, it drove sales in our stores, but it also drove sales in competitor stores of the same product. That showed there was recall still happening, and we could absolutely prove with data that using our stores as a media channel was as effective as any other channel, not just for driving sales in that particular store.”
Consistency Across Channels Without Carbon Copy Creative
“It’s about the consistency of the brand rather than a carbon copy of the same creative being used in digital and in-store channels. It’s about making them consistent and talking to each other as channels, but being really clear about what each channel’s job is — what it needs to do for your campaign.”
Halter also sees in-store experiential as a powerful next step in making brand storytelling tangible.
“I’m quite excited about how we can develop experiential more in-store. Nothing is quite the same as marketing that you can touch, smell, or feel in the physical environment. My overarching view would be consistency, but adapting that consistent creative to the channel you’re in.”
Membership and Data at the Core
“As a member-owned organization, we’ve been quite pioneering in how we think about and use our member data.
We’re very conscious of making sure that we’re targeting members and using their data to focus on the things they’re interested in. That could be anything from a joined-up retail media campaign through to what cause they’re supporting by shopping with Co-op, or even how they have a say in how we run our business.
Halter said Co-op is working to get better at ensuring it’s only serving members content that they’re interested in, and trying to drown out anything that they’re not.
Beyond the Four Walls: Social and Digital Influence
“Social and first-party data are a vital connection between what’s happening in our stores and the digital world, and then bringing customers back into the physical world.
One of the areas where that works really well is innovation. For example, we recently ran a campaign for a new brand of sweets by a very popular YouTuber. Because the innovation came from a YouTuber, the ecosystem for that audience was entirely digital. But what we were able to do was connect that digital audience back into the store to buy.
What’s Next?: Experiential and AI
“Experiential is a big one. There are layers of customer experience that go from the digital store to the physical store — and then how you can supercharge that through experiential.
Halter said Co-op has been experimenting with ideas like sponsored silent discos in stores to create lasting memories with consumers.
“The other thing — which probably everyone says — is AI,” she added. “I’m really interested to see how we can use AI both for personalization and for channel efficiency. We know the opportunities are big, and we’re just starting on that journey.”
