Ambitious Vision for Elevate
Frasers Group has set an ambitious goal for its retail media platform, Elevate. According to David Clark, Frasers’ Chief Customer Officer, Elevate aims to establish itself as one of the largest retail media networks in the United Kingdom by 2028. This vision positions Frasers as a significant player within the rapidly evolving UK retail media sector, seeking to capitalize on the growing influence of data-driven advertising and shopper engagement within physical and digital retail environments.
Strategic Foundation: Integration from Inception
A notable example of Elevate’s strategic approach is the new Sports Direct store in Liverpool. This retail location was designed from the ground up with Elevate’s retail media platform in mind, showcasing a seamless integration of advertising solutions into the store layout and customer experience. This integration illustrates Frasers’ proactive method of embedding retail media capabilities directly into physical spaces, offering brands innovative touchpoints to connect with consumers at moments of high relevance.
By incorporating retail media functionality into its stores from the outset, Frasers maximizes the potential of Elevate not only as an advertising platform but also as an asset enhancing retail performance and shopper engagement. This approach underscores Elevate’s ability to merge content and commerce within an ecosystem tailored to meet both retailer and advertiser needs.
Implications for the UK Retail Media Landscape
The ambition behind Elevate signals a strategic shift that could accelerate competition in the UK retail media market. Elevate’s growth to becoming one of the largest networks by 2028 suggests increased investment in retail media infrastructures and data capabilities, potentially influencing how brands allocate marketing budgets across channels.
For competitors, Frasers’ approach highlights the importance of integrating retail media at every level of the customer journey. For brands and advertisers, Elevate offers a growing network promising precise targeting backed by in-store insights and shopper data. The evolution of Elevate may also inspire other retailers to adopt similar strategies, driving innovation and expanding the UK retail media market overall.
As retail media continues to reshape the relationship between retailers, brands, and consumers, Elevate’s trajectory will be a key development to watch in the coming years.
