Reimagining Retail: Sports Direct’s Digital Flagship in Liverpool
Sports Direct, part of the Frasers Group, is the UK’s largest sports retailer. Known for its expansive brand portfolio, commitment to accessibility, and dominance in large-format retail, the company is pushing boundaries through a future-focused physical strategy.
Setting the Scene: A Digital Challenge with Monumental Scale
When Frasers Group set out to launch its biggest Sports Direct location yet, they weren’t just looking to fill 90,000 square feet, they wanted to define what flagship retail should be in the digital age.
The store, housed in a listed building in the heart of Liverpool, needed to marry heritage with high-performance digital innovation. It had to showcase global brands with impact, provide flexibility for real-time content, and pioneer Sports Direct’s first-ever in-store retail media network.
This was never going to be a standard AV project. This was a statement of intent from Frasers Group, and a milestone moment for UK retail.
A Vision Brought to Life: The Digital Store Experience
To match the scale of the ambition, IUF delivered a fully connected digital ecosystem. 108 strategically placed screens now span across three storeys, transforming the space into a responsive visual environment.
From lift lobbies to custom feature walls, every screen placement was designed with purpose, shaping customer journeys, elevating brand messaging, and influencing purchasing behaviour. So what was the result? A space that feels more like a dynamic media platform than a static store.
Immersive Brand Zones
Global partners like Nike, North Face, Adidas, and Under Armour weren’t just given shelf space, they were given their own stages. IUF created bespoke digital brand zones that blend product display with immersive storytelling, allowing each brand to communicate in its own voice within a shared ecosystem.
Real-time adaptability was built in from day one, enabling brands to run seasonal campaigns, product launches, and data-driven storytelling, all within the physical store.
Launching a New Revenue Channel
Most importantly, this store marked Sports Direct’s entry into in-store retail media. IUF deployed infrastructure capable of running targeted, brand-funded campaigns across the entire screen estate. It’s not just digital signage, it’s a retail media network.
With in-house monitoring via Eversight and real-time demographic responsiveness, Frasers Group can now monetise digital space the same way online platforms do, at the point of influence.
This shift isn’t just technical, it’s strategic. Retail media is expected to be a £25bn industry in the UK by 2026, and in-store networks represent a crucial frontier. Sports Direct’s Liverpool store is now equipped to lead from the front.
Real Results, Real Impact
- 108 digital screens powering real-time storytelling across 90,000 sq. ft.
- 1,000+ shopper interactions in the opening weekend’s brand activations.
- First-of-its-kind retail media launch within the Frasers Group estate.
- Executive-level showcase endorsed by the Frasers Group CEO.
This wasn’t just a store launch. It was a new playbook for physical retail, and it worked.
Final Word:
Retail isn’t dying, it’s digitising. And with the right strategy, it becomes more immersive, measurable, and valuable than ever. Sports Direct Liverpool proves what’s possible when digital isn’t an afterthought, but the foundation.
Ready to transform your physical estate into a smart retail media platform?
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