Frasers Group Launches ELEVATE, New Retail Media Network Set To Transform Brand Engagement

Frasers Group’s new data-driven platform offers hyperpersonalised advertising across the Group’s physical and digital spaces, connecting brand partners more effectively with customers.

Frasers Group (“Frasers” or “the Group”) today announces the launch of ELEVATE, the new retail media network powered by Frasers’ first-party data that helps brand partners connect with customers through highly personalised advertising. In line with Frasers vision of building the planet’s most admired and compelling brand ecosystem, ELEVATE empowers brand partners to 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 30 million+ customers, spanning across the sports, premium and luxury sectors, Frasers’ retail media proposition is the UK’s most comprehensive retail media offering from a multi-category retailer. ELEVATE offers an unmatched breadth of retailers, unique depth of audience understanding and a true full-funnel scale for brand partners across the Group’s physical and digital advertising estate of 750+ UK stores, 60+ Everlast Gyms locations, Frasers Group-owned shopping centres, national out-of-home advertising spaces and more.

By leveraging unique insights from customer spending habits, ELEVATE will allow brand partners – both global powerhouse brands and newer emerging brands – to more effectively target audiences with relevant, personalised content at crucial points of contact. This capability is enhanced by the recent launch of Sports Direct Membership, a benefit-based programme designed to reward loyal customers with exclusive benefits, 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 FRASERS in the UK. This proposition reinforces the Group’s commitment to investing in digital innovation and physical retail, while creating enriched experiences for both brands and customers alike.

Michael Murray, Chief Executive Officer of Frasers Group, commented: “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, an adaptive, unified retail media platform that empowers retailers to build and scale their unique retail media networks, to build and rollout the Group’s on-site, off-site and in-store media assets.