Luxury department store Selfridges has enlisted commerce media firm Criteo to enhance its in-store retail media and product discovery experience.

The two-year partnership will see Criteo offer ‘sponsored product’ placement across the retailer’s online properties for the first time.

The firm will also power onsite display across the stores, widening access to retail media networks for Selfridges’ brand partners.

Sponsored product positioning will be available across the department store’s online ecosystem, and will be enhanced by personalised full-funnel customer engagements, creating a streamlined on-site experience.

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The rich customer data acquired will help brand partners ensure their products reach the right customers when they are actively looking to purchase.

“Providing an extraordinary experience for our customers sits at the heart of everything we do, and utilising retail media will enable us to deliver a more seamless and personalised online experience,” said Selfridges digital director Charlotte Burrows.

“We also look forward to creating opportunities for our brand partners to amplify their offering through truly bespoke audience targeting.”

Criteo’s enterprise managing director Nicole Kivel added: “Often retail media is discussed purely as a performance tool, but what we’re focused on with Selfridges is how retail media can add value to the luxury customer experience by delivering precisely what the customer is looking for, in the kind of environment where they’re looking to make that purchase.

“We’re delighted to be working with Selfridges to deploy media in a way that elevates brands and delights customers with new ways to discover what they love.”