Co-op has partnered with data collaboration platform LiveRamp to offer shoppers and brands more focused and relevant advertising as it boosts its first-party marketing and retail media business.
The deal will allow LiveRamp to leverage the Co-op’s membership data to enhance the targeting of its paid media, ensuring members see relevant advertising across its grocery, insurance and rapid food delivery businesses.
In addition, the partnership will also mean Co-op’s supplier base have more advanced opportunities to connect their brands to interested shoppers across a number of offsite retail media channels.
The announcement follows in the wake of a recent overhaul of the retailer’s membership offering, which now has over 4.8 million active members.
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“We’re investing in our retail media business to ensure we’re connecting our members to the missions and categories they engage with and for our partner brands to have the insight they need to succeed in the omnichannel customer journey,” said Co-op chief membership and customer officer, Kenyatte Nelson.
“With LiveRamp, we can manage everything in our own media sales house with easy activations and this new partnership will enable brands to deliver the best customer experience to Co-op members and customers, resulting in better campaign success.”
LiveRamp UK marketing director Hugh Stevens, added: “Co-op is a well-established and diverse business with massive potential to unlock in its first-party data.”
“We’re delighted to be partnering with them as the business expands its retail media with privacy-focused data collaboration that everyone in the Co-op ecosystem will benefit from, helping brands to better understand their customers’ needs, market to them more effectively and truly understand the efficacy of their investment,” Stevens concluded.
