​Currys has expanded its retail media offering into its stores

In partnership with in-store media specialist PRN, Currys is enhancing its retail media network to be applicable to stores by transforming screens into “dynamic media spaces” for brands to advertise on.

The screens powered by PRN’s technology aims to deliver targeted adverts and allow new and existing Currys Connected Media brand partners to get the most out of in-store experiences.

Currys said brands can benefit from Currys’ extensive network of TV screens with over 100 screens in certain shops. The rollout of the in-store retail media network hopes to get around 40 million annual impressions.

Brands sold in Currys stores can use this opportunity, as well as other brands wanting to connect with the retailer’s customers. 

The new in-store service is part of the broader Currys Connected Media division where clients can leverage cutting-edge advertising vehicles based on “actionable insights, driving evidence-based and impactful consumer interactions”.

Currys chief data officer Susie Moan said: “Delighted to be expanding our Retail Media network to our store estate; this new partnership represents a huge step forward and is crucial for us as a leading omnichannel retailer. It’s another important touchpoint in the growing Currys Connected Media portfolio, enabling brands to reach tech shoppers in new ways.”

PRN chief executive Kevin Carbone added: “The partnership between Currys and PRN presents a huge opportunity to those brands that are available in Currys stores as well as other businesses that wish to reach their shoppers. Currys has the largest TV display network in the UK, and through PRN they are able to extend their already impressive, connected media network to reach shoppers across every stage of their journey to purchase.

“Adding in-store capabilities to Currys Connected Media will add value to each pillar of their existing proposition, giving brands more opportunities to drive sales as well as gain deeper essential insights.”