Colateral and SocioLocal Partner to Unlock Local Retail Media

Retail media is evolving quickly. But while much of the conversation focuses on retailer websites, apps and large-scale digital audiences, there is another valuable media environment sitting in plain sight: the individual local store. Every store has its own audience, physical footprint, community and opportunities for brands to connect with shoppers.

That is where Colateral and SocioLocal see a strong opportunity to work together.

Our new partnership brings together two complementary approaches to local retail media: Colateral's expertise in understanding and activating retail media opportunities, starting with the store, and SocioLocal's technology for activating digital audiences in close proximity to stores through local store social media channels. Together, we want to help retailers understand the media value that exists at each individual location - and give them the tools to turn that value into revenue.

The store is more than a point of sale

For retailers, each store represents much more than a place where a transaction takes place. It is a physical environment where shoppers spend time. It has screens, windows, walls and other spaces that can carry media. It also has a local customer base and digital presence that can extend the relationship beyond the four walls.

Colateral helps retailers understand where that media value exists, what to do with it and how to turn it into revenue across physical and digital channels. This intelligence is built around each location, combining data from the retailer's estate with signals including from its own website, local social and search activity, as well as supply chain and replenishment data.

SocioLocal approaches the opportunity from the digital side, enabling multi-location businesses to manage and activate local social media at scale. For brands, that local infrastructure can become a highly targeted retail media channel - allowing campaigns to reach audiences through the social pages of the stores where they shop.

Connecting physical and digital

While our technology and channels are different, the underlying opportunity is closely aligned. Colateral helps retailers unlock the media value with a store-first approach. SocioLocal helps retailers and brands unlock the digital audience around each local store. One might be a digital screen inside a shop. Another could be printed media, a window display or a sponsored post appearing on the social page of that individual store. Each is a different channel, but they can all connect back to the same thing: the local store and its audience.
This creates an opportunity to think about retail media at a much more granular level - connecting the physical environment with the digital community around it.

Putting the local store at the centre

The next stage of retail media isn't simply about creating more advertising inventory. It's about understanding where the value is, matching the right brands and campaigns to the right environments, and making it easier for retailers to monetise the assets and audiences they already have.

Imagine a brand campaign activated across a group of local stores. It could appear on in-store screens or other physical media through Colateral, while simultaneously reaching shoppers through the social channels of those same stores using SocioLocal.

For retailers, this can create more valuable media inventory and new revenue opportunities. For brands, it creates the ability to connect with shoppers in and around the local stores that matter to their campaign.

Both Colateral and SocioLocal believe the individual store should remain at the centre of this opportunity.

About Colateral

Colateral is the leading store-first retail media intelligence platform that helps retailers drive more revenue from their physical and digital estate.

We give retailers the intelligence, commercial tools and operational infrastructure to understand where media value exists in their data, turn opportunities into revenue and activate campaigns at scale.

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Colateral is structured around three connected layers:

• Intelligence: understand your data, estate, media assets, audiences and opportunities through structured location intelligence.
• Demand: package, sell and manage media opportunities across physical and digital channels and make it easier for brands to buy.
• Activation: plan, coordinate and execute campaigns with control, governance and visibility across complex retail estates.

Store-first. Intelligence-led. Channel-flexible.

Learn more at colateral.io

About SocioLocal

SocioLocal supports brands across the world, enabling national and international organisations to connect authentically with their local communities. We combine technology, creativity, and data-driven insight to help multi-location businesses scale local marketing and Retail Media without losing local relevance. At our core, we believe that local is powerful - and that brands should be able to have both consistent messaging and genuine, community-level engagement.

‍Our platform helps brands manage and activate their local presence at scale, while turning the strength of their individual locations and local audiences into measurable marketing and Retail Media opportunities. With centralised customer data and personalised marketing outreach, we unlocked new revenue opportunities and significantly boosted campaign ROI across multiple channels. By combining local social media, AI-powered content, reputation management and retail media, SocioLocal is creating one of the UK & Ireland's largest location-based digital advertising networks.

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