In a UK ‘first’, Co-op has unveiled a nationwide initiative to preload the Co-op membership application onto all Samsung O2 Telefónica devices.

The initiative, created in partnership with media agency Dentsu, will allow Co-op to reach a wider audience as the app will be automatically installed on the devices at the point of sale.

The pre-load advertisement channel was initially developed by Digital Turbine.

Digital Turbine VP of regional performance sales EMEA Duncan Blacklet, said: “Our preloads product provides an unparalleled access to users’ device and ensures continuous exposure to the app as users see the app icon repeatedly on their device home screen, keeping it top of mind.”

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Co-op is also working with Dentsu subsidiary Carat UK to implement a media buying strategy that will run alongside the initiative.

Kenyatte Nelson, chief membership and customer officer at Co-op said: “We are excited to announce the launch of our new pre-load initiative which will enable us to more efficiently engage with our customers. Dentsu’s support and innovative approach has been invaluable in enabling us to bring this to market and set a new industry benchmark for digital marketing.”

“We are pleased to announce this next chapter in the continuation of our partnership with Co-op” added Dentsu chief digital officer UK and Ireland Toby Benjamin.

“The strategic alignment of app pre-loading with high-volume device sales creates a win-win situation for businesses and consumers alike. The Co-op brand, known for its widespread appeal and strong community presence, is a perfect example of how this ground breaking model from Telefonica can be leveraged to streamline the user experience and drive engagement and visibility at scale.”