Sainsbury’s, Nectar360, and Bauer Media Outdoor celebrate 25 years of partnership with an enhanced digital screen network

The partnership marks a quarter-century by expanding the Sainsbury’s Live digital screen offering and launching an internal network, powered by Nectar360, to reach millions weekly. 

Nectar360,  which owns and operates Nectar, the UK’s largest loyalty coalition programme, as well as managing Sainsbury’s and Argos’s retail media services, today announces plans to expand its connected digital screen network to over 800 screens, in conjunction with leading Out of Home media and infrastructure company, Bauer Media Outdoor - an expansion that also includes the launch of a new internal screen network. 

The Sainsbury's Live network currently reaches millions of shoppers every week (over 15 million per fortnight*) through a national network of more than 320 full-motion digital screens, placed at store entrances. Building on the current network, Sainsbury’s Live will become the UK’s largest connected digital supermarket screen network, as Bauer Media Outdoor upgrades the existing screens, expanding the external screen network to include 420 screens and launching up to 400 internal screens across stores nationwide.  

With the introduction of the internal screen network, 75” screens give brands and Sainsbury’s increased flexibility to tailor campaigns to location, weather, events, competitions or other contextually relevant factors. This enhances brand awareness and memorability throughout a consumer’s in-store journey. 

Demonstrating a shared commitment to sustainability, Bauer Media Outdoor will install new Waferlite screens externally that are up to 50% more energy efficient. Additionally, the entire network will be powered by Sainsbury’s renewable energy. 

Given the rapid growth of retail media, the ability to connect the dots between in-store, on-site and off-site digital capabilities will soon become a basic requirement for any major retail media network.  

Amir Rasekh, Managing Director, Nectar360, says: “After 25 years of working together, we’re delighted to continue our journey with Bauer Media Outdoor. The connected screens offer huge potential to generate a range of customer interactions including QR codes and relevant offers, as well as building brand and product awareness. By working together with Bauer Media Outdoor, we can provide an in-store experience that will inspire shoppers.” 

Rasekh continues: “The digitisation of the store environment is expected to be the next evolution of retail media networks, so it’s important that we connect our digital capabilities across channels. Over time, the Sainsbury’s Live partnership will play a part in allowing us to connect our entire retail media offering through ad tech - in-store, on-site and off-site - using our rich insight to enhance the customer journey.” 

Richard Bon, Managing Director at Bauer Media Outdoor, says: “Since our partnership began in 1998, we’ve journeyed through two-and-a-half decades of transforming retail media. Just like our partnership, shopping behaviour is constantly evolving, but customers will always visit a store - it’s where a large proportion of grocery sales take place, regardless of demographic. This network of digital screens provides the perfect opportunity to combine creativity, flexibility and accountability, and we’re pleased to be working with Nectar360 and Sainsbury’s to make this connected customer experience a reality.” 

Bon continues: “Consumers actively search the ads they see, so in terms of the retail media opportunity, digital screens enable campaigns to extend to the devices of those most geographically likely to have seen an ad. It’s a win-win for brands, advertisers and customers. This milestone isn’t just about 25 years; it’s about our evolution to deliver the future of retail media.”