Frasers launches retail media network to 'transform brand engagement'

It's no secret that Frasers is planning high street domination. Today, it marks a step forward with the launch of Elevate - a new retail media network powered by the group's customer data that helps brand partners connect with consumers with personalised advertising.

Elevate is the next logical step for Frasers to achieve its vision of building "the planet’s most admired and compelling brand ecosystem".  The new network empowers brand partners to reach shoppers at key moments across the Group’s physical (including its estate of over 750 UK stores and over 60 Everlast Gyms) and digital touchpoints.

Announcing the launch on social media, Michael Murray, Chief Executive Officer at Frasers, wrote: "This one is big for us."

Frasers will utilise unique insights from customer spending habits to allow its brand partners – from global powerhouses to smaller emerging brands - to effectively target audiences with relevant, personalised content at crucial points of contact. This opens up a world of over 30 million customers spanning both the sports and premium sectors to brand partners.

It's further enhanced by the recent launch of Sports Direct Membership - a benefit-based programme designed to reward loyal customers.

Elevate marks the latest milestone in Frasers’ digital elevation as part of its broader Elevation Strategy, which kicked into gear in 2023, when it sought to work more with luxury partners and target more affluent consumers.

Michael Murray

Murray said: "Elevate marks a major step in achieving Frasers Group’s vision of building the planet’s most admired and compelling brand ecosystem, offering a significantly enhanced media proposition for brand partners – and this is just the beginning.

"We’re launching Elevate full scale, across Sports Direct, Flannels and Frasers, and have big aspirations to expand this offering into further markets. This underscores our commitment to delivering unparalleled, personalised services to our global brand partners and our customers."

Frasers Group has partnered with Zitcha, a unified retail media platform, to build and roll out the group’s media assets.