More and more retailers are introducing shop window screens, not only for their own promotions but also for DooH advertising. The British grocer Coop now announced to start a front-of-store DooH network using the Grassfish CMS.
The supermarket chain Coop, one of the largest retailers in the UK with 2,400 stores and an annual turnover of £11 billion, is introducing window screens as part of its retail media and DooH network. In an effort to enhance customer engagement and boost visibility, Coop plans to roll out 300 of these in the coming weeks. The expansion is being carried out by its subsidiary, Coop Media Network (CMN), in partnership with SMG, the UK’s largest independent retail media operator, and digital signage software provider Grassfish.
Focus on high-traffic urban areas
The rollout of these new window screens will target high-traffic urban locations in areas like Greater London, Greater Manchester, and North Yorkshire. Combined, these locations are expected to reach 16 million transactions per week. In London, 12 percent of stores will feature the new screens, while in rural Yorkshire, only 2.5 percent are included in the project. By January 2025, Coop plans to equip 24 stores per week with the new screens.
A growing nationwide network
The introduction of these new window touchpoints will increase Coop’s retail media network to over 9,300 screens across its 2,400 stores. These include existing screens at self-checkout terminals and customer-facing screens at traditional checkout counters.
With the newly added displays, to be installed in glass entrance areas and shop windows, Coop focuses more on DooH marketing: primarily targeting pedestrians, not just store visitors. In contrast, the in-store screens are a typical retail media network, delivering targeted ads and promotions to customers already inside the store.
