Cotswold Outdoor, Broadsign expand retail media

The infrastructure connects in-store advertising with the retailer's onsite and offsite channels, giving brands a unified way to plan and measure omnichannel campaigns.

Cotswold Outdoor Group is expanding its retail media network into physical stores through a collaboration with Broadsign and in-store media integrator IUF.

The network currently comprises 149 displays across 23 stores, including till, shelf, totem, large-format and front-of-store screens. Broadsign's CMS and Ad Server provide the technology for managing the network and its advertising inventory.

Cotswold Outdoor deploys 149 retail media screens

Broadsign's platform centralizes content management and network monitoring while supporting advertising scheduling and yield management. The system is designed to help Cotswold Outdoor manage campaign rules, optimize screen inventory and increase advertising revenue.

IUF is responsible for ongoing deployment and support, allowing the retailer to expand its in-store media operations while maintaining network performance for shoppers and advertisers.

The integration between Broadsign and Zitcha, Cotswold Outdoor Group's retail media platform, allows brands and agencies to extend campaigns from digital channels into stores. Participating brands include HOKA, ASICS and Nike.

Zitcha integration connects in-store and digital campaigns

A recent HOKA campaign combined onsite and in-store advertising and generated a 13 percent increase in units sold per store. The result provides an early indication of the potential impact of combining digital and physical retail media placements.

Mary Antieul, Head of Commercial, Cotswold Outdoor Group: "At Cotswold Outdoor Group, we're passionate about helping people get closer to the outdoors — and that starts with creating inspiring moments. Our brand partners are a big part of that journey, and this collaboration with Broadsign and IUF offers a powerful new way to connect with our customers in-store, alongside our onsite and offsite media channels. It means we can bring the right messages to shoppers at the right moment, with less friction for brands and a more connected experience for customers. The early results have been really encouraging, and we're excited to build on that momentum as we expand the network and explore future programmatic opportunities."

Frank Vallenga, Vice President, Platform Sales, EMEA and SEA, Broadsign: "Retail media is evolving fast, and partnering with IUF, we've delivered an in-store media infrastructure for Cotswold that can scale rapidly. Together, we've designed a network that makes it easy for its team to add, manage, control, and monetize new screens and integrate programmatic trading capabilities down the line. By leveraging our integration with Zitcha, Cotswold has been able to connect audiences across their various retail media channels, which is a challenge many retailers have yet to solve."

HOKA campaign delivers 13 percent sales lift per store

The partners moved the project from tender to a revenue-generating live network within 12 weeks, according to IUF. The infrastructure is designed to give Cotswold Outdoor the ability to expand its in-store media inventory while maintaining a common operational framework.

Josh Bunce, CEO, IUF: "This project went from tender to a live network generating revenue within twelve weeks which demonstrates the expertise of all of the technical partners involved. Together we were able to deliver a cohesive customer journey so that Cotswold Outdoor Group can maximize its in-store retail proposition today but also ensure that it can scale easily into the future. The in-store channel is proving to be a competitive differentiator when advertisers start mapping out budgets with brands already seeing impressive results from the in-store activations."

www.cotswoldoutdoor.com

www.broadsign.com

www.iuf.digital

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