Adrian J Cotterill, Editor-in-Chief
Leading digital in-store advertising specialist PRN and Europe’s largest fitness chain, Basic-Fit, will partner to offer a full-service retail media network (RMN) across the 852 Basic-Fit fitness clubs in France.
From January 1, 2025, PRN will be responsible for the monetization of all digital in-store advertising space across more than 5000 displays combining to an annual rate of over 110 million impressions.
“We’re excited to bring the PRN expertise in retail media to Basic-Fit in France, enhancing our in-store experience. This collaboration will not only elevate the monetization of our network in France but also create measurable value for Basic-Fit, their advertisers, and their members. The decision wasn’t made lightly, but their technology played a crucial role in starting this partnership. Basic-Fit France is a growing market so we found a media-reseller partner that has the scale to grow with us.” said Maurice Ridder, Head of Retail Media, Basic-Fit.
This the first European retail media network to be operated by PRN, a STRATACACHE company, which has 30 years of success in architecting, deploying, and monetizing multi-stakeholder, rich-media networks, primarily in the US.
“This partnership is the perfect opportunity for the PRN team to show how we work to effectively engage audiences in order to increase sales opportunities for brands, and extend revenues for network owners,“ said Kevin Carbone, CEO, PRN. “Through our retail media expertise and using the in-store sensor, tracking, measurement and digital signage technology of our sister companies, Walkbase and Scala, we will be able to unlock the next-level in-store digital retail media value for Basic-Fit, maximizing the opportunities of the network to the benefit of Basic-Fit, their advertisers and members.”
A key component of the partnership, anonymous sensor and measurement technology from Walkbase, also a STRATACACHE company, will capture and measure real-time in-premises audience reach. Walkbase will provide all sensor technology to assess real-time in-store audience impressions, presence and tracking, following digital check-in via Basic Fit’s mobile app. Metrics will be available for Basic-Fit via the Walkbase Cloud Analytics platform. The highly-accurate anonymous sensor analytics along with the data provided by Basic-Fit’s existing mobile application, will demonstrate the reach and effectiveness of the Basic-Fit media network to advertisers.
PRN will create a dedicated French sales team based in Paris to serve the Basic-Fit network as well as future French activations. Led by new appointment Alexandre Lepicq, the team will be responsible for ensuring that the premium digital advertising space offered across Basic-Fit’s French locations is utilized to its full potential. Advertisers who wish to find out more about the opportunities available on the Basic-Fit network should contact salesfrance@prn.com.
Basic-Fit, has used technology from PRN’s sister company Scala since 2012, trusting the premier digital signage and integrated solutions partner to provide the display infrastructure crucial to Basic-Fit’s customer and employee communications strategy. Scala also powers The Basic-Fit ‘Virtual Cycling’ and ‘Virtual Workout’ experiences, through which members can access fitness classes remotely across the Netherlands, Belgium, Luxembourg, France, Spain and Germany.
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