The digital channel has been launched across 100 screens outside UK-wide stores and have been designed as a premium communications channel for brands.

Located near store entrances, the 75” high-definition, digital six-sheet screens provide maximum visibility and flexibility for brands and a mix of Waitrose & Partners content for shoppers and external advertising placed by JCDecaux.

“We look forward to our continued partnership with JCDecaux UK and to working together to deliver this new communications channel,” comments Rupert Ellwood, head of marketing at Waitrose & Partners.

“Through this new digital network, Waitrose & Partners will bring our own relevant and inspiring content to our customers – enhancing the experience for our shoppers and creating an exciting new opportunity for clients and brand partners.”

The new network follows a significant long-term advertising contract between the two companies which began in January 2018.

Chris Collins, co-chief executive officer at JCDecaux UK, comments on the relationship: “JCDecaux UK has worked in partnership with Waitrose & Partners for over a decade and we are delighted to take this collaboration forward into a new digital channel delivering a premium retail audience, with ABC1 profile making it a powerful platform for advertisers across lifestyle categories, from motors to finance to FMCG (fast-moving consumer goods).

“This new channel will deliver an exciting new way for clients to engage Waitrose & Partners shoppers, facilitating brand-building and activation as well as delivering content that is relevant and timely.”

The stores receiving the network include: Abergavenny, Bristol, Cambridge, Cheltenham, Chester, Guildford, Comely Bank, Exeter, Ipswich, Harrogate, Hove, Lincoln, London, Marlborough, Sevenoaks, Sheffield and Winchester.

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