Redner’s Markets has rolled out a new co-branded retail media campaign using wrapped conveyor belts at checkouts across Redner’s 44 stores.
The conveyor belt ads, from MessageWrap, feature Procter & Gamble brands Tide, Bounty, Febreze, Dawn, Charmin, and Cascade, with product images scrolling across as the conveyor belt rolls. DoorDash is also featured with a mobile-integrated offer to skip the checkout line altogether while shopping with the Reading, Pennsylvania-based grocer.
For retailers, one question has been how to effectively capture even more of their brand partners’ advertising budgets and entice them to use those funds in the retailers’ in-store and digital channels.
Because wrapped conveyor belts are high profile, with 20 square feet of moving billboard in the highest traffic area of the store — at the loyalty moment and where shoppers physically interact with it — brands are proving much more willing to use their advertising and brand budgets, as opposed to just their traditional trade marketing budgets for in-store promotions, Redner’s said.
The company added that by shifting some of this spend from traditional advertising like TV and out-of-home to in-store and retail-integrated digital platforms, Redner’s hopes to be able to more directly participate in the brands’ marketing impact by leveraging widespread access to their shoppers.
In terms of ROI, Redner’s said it has measured MessageWrap’s awareness among shoppers at 93%, with comparable recall and influence.
“A big part of what is enabling us to support retail media initiatives is not only MessageWrap’s 93% awareness with shoppers, but also its optimal position to integrate with digital campaigns”, said Nathan Vanderploeg, CEO of MessageWrap.
Redner’s said the company brokered the programs with their brand partners, rather than the old model of an outside group handling ad sales — allowing the retailer to have full control over what deals get made, ensure that no trade dollars are diverted away from things like price promotions. The move also allowed the retailer to make decisions about what brands integrate with their annual planning calendar and the overall strategic priorities of the customer experience at different times throughout the year.
According to MessageWrap, the brand categories most often featured on the conveyor belts include:
- Pickup and delivery offerings, like DoorDash, Instacart and the retailer’s in-house offerings
- In-store kiosks, like CoinCloud and Primo Water
- CPG brand promotions, like P&G and Kraft Heinz, with the MessageWrap investment and impact spread across multiple brands and products
- Impulse purchases, at and after checkout
- Loyalty credit cards, such as with Visa and MasterCard and their issuers
- Charity fundraising campaigns, with POS and mobile-integrated giving like Make-A-Wish Foundation
- And lottery promotions, featuring state lottery tickets and games for sale at and after checkout
Redner’s Markets, Inc. is an employee-owned company that operates 44 grocery stores and 21 quick shops throughout Eastern Pennsylvania, Maryland, and Delaware.
