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Grocery chains to test in-store digital media network

On-the-spot messaging expected to boost shopper engagement

Russell Redman

September 17, 2019

2 Min Read
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Albertsons, Safeway, Southeastern Grocers and Weis Markets supermarkets are slated to pilot an in-store digital media network from News Corp. subsidiary News America Marketing (NAM).

In the test, due to launch this winter, large-format screens deployed in high-traffic areas of the store, including at the entryways, and in-store windows will run various applications of digital media.

Content will include local and national advertising as well as brand and retailer marketing. NAM said ads can be turned on and off based on real-time triggers — such as time of day, weather and first scans for newly launched products — and be directed at any phase of the shopper journey leading to the purchase.

“Piloting this exciting new technology with News America Marketing provides additional opportunities to further monetize our in-store media inventory while providing real value for brands and memorable experiences to our shoppers,” according to Adam Kirk, senior vice president of trade planning and local marketing at Jacksonville, Fla.-based Southeastern Grocers, whose grocery retail banners include Winn-Dixie, Bi-Lo, Harveys Supermarket and Fresco y Más.

“The creative format also provides us with an ‘always on’ opportunity to support our own brands, events, seasonal promotions, loyalty programs, offers and more, with personalized, interactive and connected in-store customer experiences,” Kirk added.

Related:Kroger taps DDB as first agency of record

New York-based NAM noted that digital in-store media enables retail and brand marketers to target audiences with static and video content in a medium and location where most purchasing decisions are made. For retailers, the network provides opportunities to improve communication with customers as they enter the store and better compete for media spend. Meanwhile, the stores offer brand marketers a highly viewable environment where shoppers are receptive to advertising messages, the company said.

“Digital in-store media combines the sophistication, automation and personalization of online digital media with the stopping power and impact of in-store with the contextual relevance of the physical store,” Tracey Koller, chief retail and merchandising officer at NAM, said in a statement.

NAM, whose offerings also include SmartSource Magazine FSI coupons and Checkout51 mobile coupon app, provides brand-funded print signage in more than 60,000 stores across North America. With the new in-store digital media network, the company handles all aspects of the activation, including fabrication, installation, maintenance and operation of all hardware and software, plus measurement, selling and account management.

Related:Weis Markets engages more closely with customers

“With this launch, we can help bridge the gap between brand, equity and performance marketing while delivering a relevant shopper experience,” Koller said.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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