Advertisers will soon be able to buy space on Co-op cash machines as the Co-operative Media Centre widens its scope across the supermarket-to-travel-business group.
The Co-operative Media Centre acts as a central point for advertisers wanting to access its range of assets, including pharmacy bag inserts, point of sale promotions, retail poster sites and in-store radio. It is planning to add its Co-op bank assets to its suite of advertising channels later this year.
The year-old venture currently covers the grocery, travel, electricals and pharmacy businesses, in addition to the Co-op’s membership direct marketing activity.
Combining the sales through one team means advertisers can plan campaigns through one contact, who can advise on the best ways to reach customers depending on campaign objectives, according to head of commercial marketing Susan Beetlestone.
Beetlestone says she is also working with the group’s media agency PHD Rocket to establish a model for a dedicated team focusing on retail as a planning and buying media channel alongside established channels such as press and TV.
The Co-op this year embarked on a major brand campaign to boost awareness of its range of businesses and ethical credentials after becoming the fifth largest grocery chain after its acquisition of Somerfield last year.