Albertsons Media Collective, the retail media arm for Albertsons retail chain in the US announced the launch of an instore digital display network during Cannes Lions. Albertsons is launching a pilot project this summer in partnership with Stratacache to install a digital display network at select stores.
This “fleet of digital screens” will promote discovery, offering brands a new way to engage with shoppers in the stores and aims to “revolutionise the shopping experience and enhance customer engagement”, Albertsons Media Collective, the grocery retailer’s retail media arm, said at the launch
Albertsons Companies is a leading US food and drug retailer with 2,270 retail stores including grocery, pharmacy, petrol stations across 34 states. Albertsons operate under retail brands such as Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Carrs and Kings Food Markets. Albertsons Media Collective is the retail media arm for Albertsons Companies.
The network pilot will launch this summer in select stores in two key regions, featuring large format premium displays in high traffic areas such as store entry and the produce department.
Albertson and Stratacache promise that the technology will also provide valuable insights through advanced measurement capabilities for brand partners, allowing for proof of play, direct sales attribution and sales lift.
“At Albertsons, 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,” says Jennifer Saenz, Chief Commercial Officer at 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.”
“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,” adds Liz Roche, VP of Media and Measurement at Albertsons Media Collective. “Being able to reach customers through compelling brand messaging at the point of purchase and then understand performance helps us fully realise 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 first brand for the rollout are Mondelez. “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,” comments Melissa Pitmon, Customer Director, OmniChannel Activation of 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.”
