Mike Ashley’s Frasers Group has today (13 May) launched ‘Elevate’, a new retail media network set to be powered by the retailer’s extensive bank of first-party data.

The brand’s new offering will look to help advertisers connect with customers via what it calls “highly personalised” advertising, enabling them to target shoppers at key moments throughout the purchasing journey.

The new network will see an expansion in the range of touchpoints available within Frasers’ retail media proposition, and will now include both physical and digital touchpoints, including in-store, online and off-site location.

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“Elevate marks a major step in achieving Frasers Group’s vision of building the planet’s most admired and compelling brand ecosystem, offering a significantly enhanced media proposition for brand partners, and this is just the beginning,” said Michael Murray, CEO of Frasers Group.

“We’re launching Elevate full scale, across Sports Direct, Flannels and Frasers, and have big aspirations to expand this offering into further markets. This underscores our commitment to delivering unparalleled, personalised services to our global brand partners and our customers.”

With an audience of over 30 million customers, spanning the sports, premium and luxury sectors, Frasers now claims to have the UK’s most comprehensive retail media offering from a multi-category retailer.