Cotswold Outdoor Group ramps up its retail media strategy to in-store with Broadsign and IUF partnership
Broadsign and IUF have announced a collaboration with UK retailer, Cotswold Outdoor Group, to expand its retail media network with an in-store advertising infrastructure. This, according to those involved, provides a unified workflow that streamlines media planning, management, and measurement in-store and across onsite and offsite channels.
The aim is to enable Cotswold’s brand partners to execute omnichannel ad campaigns that engage shoppers at the point of purchase and beyond. The network presently includes 149 till, shelf, totem, large format, and front-of-store displays across 23 stores, which are powered by the Broadsign platform (specifically the Broadsign CMS and Ad Server) and support a range of media.
The platform is helping to streamline operations and centralise content management and network health monitoring. The technology is also advancing screen monetisation opportunities by scheduling ads, automating yield, and balancing complex campaign rules to help Cotswold Outdoor Group capture optimal revenue. Through Broadsign’s integration with Zitcha, Cotswold Outdoor Group’s retail media platform, brand partners, and agencies can extend omnichannel strategies into the physical store environment.
“We’re passionate about helping people get closer to the outdoors, and that starts with creating inspiring moments. Our brand partners are a big part of that journey, and this collaboration with Broadsign and IUF offers a powerful new way to connect with our customers in-store, alongside our onsite and offsite media channels,” says Mary Antieul, Head of Commercial, Cotswold Outdoor Group.
“It means we can bring the right messages to shoppers at the right moment, with less friction for brands and a more connected experience for customers. The early results have been really encouraging, and we’re excited to build on that momentum as we expand the network and explore future programmatic opportunities.”
“Retail media is evolving fast, and partnering with IUF, we’ve delivered an in-store media infrastructure for Cotswold that can scale rapidly. Together, we’ve designed a network that makes it easy for its team to add, manage, control, and monetise new screens and integrate programmatic trading capabilities down the line,” says Frank Vallenga, Vice President, Platform Sales, EMEA and SEA at Broadsign. “By leveraging our integration with Zitcha, Cotswold has been able to connect audiences across their various retail media channels, which is a challenge many retailers have yet to solve.”
“This project went from tender to a live network generating revenue within 12 weeks which demonstrates the expertise of all of the technical partners involved,” says Josh Bunce, CEO at IUF. “Together we were able to deliver a cohesive customer journey so that Cotswold Outdoor Group can maximise its in-store retail proposition today but also ensure that it can scale easily into the future. The in-store channel is proving to be a competitive differentiator when advertisers start mapping out budgets with brands already seeing impressive results from the in-store activations.”
2026 RTIH Innovation Awards
Retail media will be a key focus area at the 2026 RTIH Innovation Awards.
The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
