UK retail chain Frasers is using technology from Australian company Zitcha to power data-driven hyper-personalised advertising across the group’s physical and digital spaces.

The aim is to connect brand partners more effectively with customers.

Frasers runs the Sports Direct, Flannels and House of Fraser stores in the UK. Elevate is its new retail media network powered by first-party data that help brand partners connect with customers through personalised advertising. Brand partners can reach shoppers at key moments across the group’s physical and digital touchpoints, including in-store, online and off-site locations.

With an audience of thirty million customers, spanning across the sports, premium and luxury sectors, Frasers’ retail media proposition offers a depth of audience understanding and a full-funnel scale for brand partners across the group’s physical and digital advertising estate of 750 UK stores, 60 Everlast Gyms locations, shopping centres, national out-of-home advertising spaces and more.

By leveraging insights from customer spending habits, Elevate will allow brand partners to target audiences with relevant, personalised content at crucial points of contact. This capability is enhanced by the recent launch of Sports Direct Membership (www.sportsdirect.com/membership), a benefit-based programme designed to reward loyal customers with personalised benefits and a seamless omnichannel experience.

Elevate marks the latest milestone in Frasers’ digital elevation as part of its broader Elevation Strategy. At launch, it will roll out full-funnel, across the broad inventory of Sports Direct, Flannels and House of Fraser in the UK. This proposition reinforces the group’s commitment to investing in digital innovation and physical retail, while creating enriched experiences for brands and customers.

“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,” said Michael Murray, Frasers CEO. “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 (frasers.group) has partnered with Zitcha (www.zitcha.com), an adaptive, unified retail media platform that empowers retailers to build and scale their retail media networks, to build and rollout the group’s on-site, off-site and in-store media assets.