Frasers Group Pioneers Retail Media with ELEVATE at Sports Direct Liverpool
Frasers Group has unveiled its retail media strategy through the introduction of the ELEVATE platform at the Sports Direct flagship store in Liverpool. This new store marks a pivotal development in the group’s approach to in-store retail media, combining physical retail with advanced digital marketing capabilities. The design of the Liverpool store centers on creating dynamic customer touchpoints powered by the ELEVATE platform.
Transforming Touchpoints into Data-Driven Media Channels
The ELEVATE platform operates through a network of in-store digital screens that deliver targeted and real-time content to shoppers. By leveraging customer data and analytics, these screens are designed to offer an immersive shopping experience while providing brands with a dynamic media channel to engage consumers. This digital infrastructure enables contextual advertising tailored to shopper behavior, enhancing relevance without disrupting the retail environment.
Ambitious Expansion: Scaling Frasers Group’s Retail Media Network
Frasers Group plans to roll out ELEVATE across more locations, aiming to deploy 1,000 digital screens over a three-year period. This ambitious program includes expanding the platform throughout the UK and into select European markets. David Clark, Head of Marketing, highlighted the strategy’s goal of positioning Frasers Group as one of the UK’s leading retail media networks, driving revenue growth through data-enabled brand partnerships.
A 360-Degree Case Study for Digital Capabilities
The Sports Direct Liverpool store serves as a comprehensive case study illustrating Frasers Group’s digital ambitions. The integration of ELEVATE with adjacent entities such as Everlast Gyms+ and FLANNELS exemplifies a seamless, connected retail ecosystem. This approach reflects the group’s long-term vision for unifying its physical and digital assets, creating an ecosystem where data-driven engagement and cross-brand collaboration elevate the overall customer experience.
Frasers Group’s deployment of the ELEVATE platform at Sports Direct Liverpool represents an important step in the evolution of retail media, transforming traditional brick-and-mortar stores into interactive, data-powered environments that benefit both brands and consumers.
