Background

Cotswold Outdoor Group, home to Cotswold Outdoor, Runners Need and Snow + Rock, partnered with Zitcha in June 2025 to bring its retail media network to market. The network connects brand partners with outdoor and running customers across in-store digital screens, onsite placements and offsite campaigns, all managed in one platform.

In-store moments matter. Customers often spend 30 to 45 minutes in store during boot fittings or equipment consultations, giving brands a chance to reach them at the point of decision.

Campaign Highlights

Runners Need ran a four-week omnichannel campaign for the launch of the HOKA Mach 7. Through the Zitcha platform, the campaign combined in-store screens, onsite placements, CRM email and paid social and search. HOKA's share of revenue rose 30% and overall conversion rose 19%, with stores showing screen activity selling 13.3% more units than control stores.

The Challenge

Runners Need needed to put the HOKA Mach 7 in front of high-intent running customers, including performance runners and shoppers using its in-store gait analysis service. That meant reaching them at every stage of the launch: at home, online, and in store while they were being fitted. It also meant showing clear, measurable results for the brand.

The Campaign Strategy

Using Zitcha, Cotswold Outdoor Group planned, delivered and measured the launch across four channels:

1. In-store digital screens in 13 Runners Need stores
2. Onsite placements on the Runners Need website, including the homepage
3. CRM email to Runners Need's running customers
4. Paid media on Meta and Google

Stores running screen activity were measured against control stores, giving a clear read on the in-store impact.

The Results

The Key Metrics

• HOKA Share of Revenue
  HOKA's share of revenue rose 30%, and its unit share rose 28%.
• In-Store Impact
  Stores with screen activity sold 13.3% more incremental units per store than control locations.
• Onsite and Email Engagement
  Homepage click-through rose 53%, CRM emails reached a 67% open rate, and product engagement after click-through was 3.9x higher than the control group.
• Conversion
  Overall conversion rose 19%.

Conclusion

By connecting in-store expertise with targeted digital touchpoints, Cotswold Outdoor Group showed that its retail media network can turn demand into sales at the point of purchase. The results reflect the wider network: speaking at the Retail Technology Show in April 2026, Chief Executive Jamie Kristow reported a 13% sales uplift in stores with screens showing brand partner messages.

Read more about the campaign in Retail Gazette.