Albertsons Media Collective, the retail media arm for Albertsons Cos. Inc., revealed its in-store digital display network during the Cannes Lions International Festival of Creativity in France.
Designed to improve the shopping experience and enhance customer engagement, this initiative underscores an unwavering commitment to creating an engaging and seamless shopping environment for customers, according to a news release. By driving brand visibility, Albertsons Media Collective said it aims to set new standards in the retail experience.
“Our in-store screen rollout is a strategic advancement in how we connect digital and physical shopping experiences,” said Liz Roche, vice president of media and measurement for Albertsons Media Collective. “By integrating dynamic, context-aware content in-aisle and at key points in the store, we’re complementing retail media’s propensity to drive conversions with a means for inspiration and shifting shopper behaviors — creating a true flywheel effect. The addition of closed-loop measurement down the line will ensure that we are well-positioned as accountable, scalable and indispensable partners to our CPG brands.”
In partnership with Stratacache Inc., Albertsons Media Collective will power its new in-store advertising solution through a fleet of digital screens. This collaboration leverages Stratacache’s advanced technology to promote product discovery and create media offerings that allow brand partners of all sizes to participate and engage their customers, the release said.
“At Albertsons Cos., we’ve identified a significant opportunity to enhance our in-store customers’ shopping experience by delivering relevant and impactful messaging at the point of purchase,” said Jennifer Saenz, chief commercial officer for Albertsons Cos. “Our partnership with Stratacache enables brand partners to engage directly with our shoppers at this key moment, providing them with compelling offers, meal inspiration and timely information.”
According to Emarketer, in-store shoppers are highly attentive to in-store advertising, with 75% of adults likely to notice advertising, as reported by Morning Consult. Additionally, Emarketer projects in-store retail media spending to exceed $1 billion by 2028. With retail media’s anticipated growth and the substantial opportunities that physical stores present, advertisers are recognizing the potential of this channel, the release said.
Albertsons Media Collective said its in-store digital display network pilot will launch this summer in select Albertsons Cos. stores in two key regions, featuring large-format premium displays in high-traffic areas at impactful touch points in the customer journey throughout the store, such as store entry and the produce department. This initiative will not only enhance the shopping experience for customers but also provide valuable insights through advanced measurement capabilities for brand partners, allowing for proof of play, direct sales attribution and sales lift, the company said.
“Understanding the impact of in-store digital advertising is key. Stratacache’s technology foundation for closed-loop measurement was a significant factor in our decision to partner with them,” Roche said. “Being able to reach customers through compelling brand messaging at the point of purchase and then understand performance helps us fully realize the potential of the in-store channel. We’re especially excited to enhance our measurement offerings as the fleet of digital screens is rolled out.”
The company said in-store digital ads are crucial for full-funnel advertising, allowing brands to connect with consumers at the point of purchase. These ads effectively reach customers throughout their shopping journey, encouraging them to add items to their cart with engaging content on digital screens, including meal or snack inspiration, product usage and lifestyle and health benefits, according to the release.
For a full store immersion, brands can enhance this experience with in-store audio and promotional offers, the company said, adding that advertisers can also leverage CTV, off-site display and social video campaigns to bring their brand message to life in the store.
“Mondelēz’s focus is to meet customers in the moments that matter — and few are more powerful than when they’re standing at the shelf, ready to decide,” said Melissa Pitmon, customer director of omnichannel activation for Mondelēz International. “Albertsons Media Collective’s new digital screens will enable us to deliver inspiring, hyper-relevant content right where purchase decisions are made. It’s a natural complement to our digital strategy and a powerful reminder that the store remains one of the most influential spaces to build brand connection and drive conversion.”
With a comprehensive plan for store rollouts following the pilot and advanced measurement capabilities, Albertsons Media Collective said it looks forward to driving brand messaging and resonance with in-store customers.
