In a major advancement for UK retail media, Currys has announced the expansion of its Connected Media offering into all 297 UK and Ireland stores. Through a partnership with in-store media specialist PRN, a STRATACACHE company, Currys is transforming its in-store screens into dynamic advertising platforms. This marks a significant enhancement of the retailer’s already robust omnichannel media network. 80% of UK households identifying as Currys customers.

Leveraging PRN’s cutting-edge technology, Currys will deliver targeted advertisements via its extensive in-store TV network, which boasts over 100 screens in many locations. This innovative move is expected to generate approximately 40 million impressions annually, providing brands with unprecedented opportunities to connect with tech-savvy customers.

This new media platform is open to brands already sold in Currys stores, as well as to non-endemic businesses seeking to engage with Currys’ vast customer base. For customers, the initiative promises engaging, high-spec advertisements that showcase products in their best light, enhancing the in-store shopping experience.

The in-store advertising initiative is a key element of the broader Currys Connected Media ecosystem, which combines physical and digital touchpoints to drive impactful and data-driven consumer interactions. By utilizing actionable insights, Currys helps brands create campaigns that resonate with customers and deliver measurable results.

Susie Moan, Chief Data Officer at Currys, emphasized the significance of this step, stating:
“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.”

Currys’ expansion into in-store advertising sets a new benchmark for the retailer’s omnichannel engagement. By integrating targeted, high-quality advertisements into the physical retail space, using existing screens as displays, Currys is empowering brands to achieve their marketing goals with greater precision and impact.

This collaboration marks PRN’s first foray into the UK in-store media market, building on three decades of success in the United States. Kevin Carbone, CEO of PRN, highlighted the potential of the partnership:
“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.”