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LiveRamp Boosts Co-op’s Capabilities in First-party Marketing and Retail Media Management

The partnership will unlock first-party data collaboration for brands to target audiences at scaleand measure success across the customer journey 

LiveRamp, the leading data collaboration platform, announced a partnership with one of the world’s largest consumer co-operatives, Co-op, to turbocharge relevancy for members and brands in its first-party marketing and retail media offering.

Using LiveRamp’s data collaboration platform, Co-op will be able to leverage its rich first-party member data to enhance the targeting sophistication of paid digital media, benefiting members with more relevant advertising across its grocery, insurance, and rapid food delivery businesses.

As well as members, the partnership will also support Co-op’s supplier base with more advanced opportunities to connect their brands to interested Co-op shoppers in offsite retail media channels. Enabling these suppliers to reduce their media waste by focusing their advertising spend on shoppers that are more likely to engage with their brands.

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Co-op is a member-owned business and it exists to create and return value to its owners. As the second most-visited grocer in the country, Co-op has a nationwide footprint with more than 2,400 convenience stores across the UK, a rapid delivery ecommerce business and a loyal customer base. In 2022 Co-op’s annual sales turnover was £11.5bn.

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The business recently overhauled its Membership offering which has since tripled weekly sign-ups and now has over 4.8 million active members. Rich first-party datasets will form the backbone of Co-op’s retail media offering, presenting huge opportunities for brands to drive growth and return on their advertising spend.

Protecting Co-op members interests with due diligent data ethics and data privacy is key to the retailer, and the LiveRamp data collaboration platform enables privacy-conscious data collaboration without sharing sensitive personal information or directly identifiable personal information.

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Kenyatte Nelson, Chief Membership & Customer Officer at Co-op, said: “At Co-op, we’re investing in our retail media business to ensure we’re connecting our members to the missions and categories they engage with and for our partner brands to have the insight they need to succeed in the omnichannel customer journey. With LiveRamp, we can manage everything in our own media sales house with easy activations and this new partnership will enable brands to deliver the best customer experience to Co-op members and customers, resulting in better campaign success.

Hugh Stevens, MD UK at LiveRamp said: “Co-op is a well-established and diverse business with massive potential to unlock in its first-party data. We’re delighted to be partnering with them as the business expands its retail media with privacy-focused data collaboration that everyone in the Co-op ecosystem will benefit from, helping brands to better understand their customers’ needs, market to them more effectively and truly understand the efficacy of their i*********.”

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[To share your insights with us, please write to sghosh@martechseries.com]

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