What: Frasers Group launches Elevate, a comprehensive retail media network offering hyper-personalised advertising across physical and digital spaces, leveraging its 30 million+ customer base.

Why it is important: This initiative represents a significant evolution in retail media strategy, combining first-party data with omnichannel advertising capabilities to create new revenue streams while enhancing brand partner relationships across the group's extensive retail network.

Frasers Group has unveiled Elevate, a new retail media network that promises to transform brand engagement through data-driven, personalised advertising. The platform, developed in partnership with Zitcha, will operate across the group's physical and digital spaces, including 750+ UK stores, 60+ Everlast Gyms locations, and Frasers Group-owned shopping centres. The initiative leverages the company's extensive customer base of over 30 million shoppers across sports, premium, and luxury sectors. At launch, the full-funnel implementation will focus on Sports Direct, Flannels, and Frasers department stores in the UK. CEO Michael Murray emphasises this as a crucial step in realising the company's vision of building the planet's most admired brand ecosystem, with plans for future expansion into additional markets.

IADS Notes: The launch of Elevate in May 2025 marks a significant milestone in Frasers Group's digital transformation journey. This initiative builds upon the company's digital consolidation efforts, including the rebranding of House of Fraser's digital platforms in August 2024 and the strategic partnership with THG's Ingenuity e-commerce platform in June 2024. While the company has undergone significant restructuring of its creative and digital teams, and faced revenue challenges with an 8.3% decline in late 2024, the launch of Elevate demonstrates Frasers' commitment to developing innovative digital solutions that can create new revenue streams while enhancing brand partner relationships.

Frasers in major Elevate retail media launch