Kroger Precision Marketing (KPM), the retail media business of US grocer Kroger has announced the launch of its new in-store digital advertising capability at Cannes Lions. The business is working with Barrows Connected Store’s technology for the screens.
KPM believe that the collaboration “brings to life a shopper-centric approach to in-store media”. The proposition is made up of digital screens built into integrated fixtures and will begin appearing across select Kroger stores, offering brands the opportunity to deliver animated, high-impact content at the point of purchase.
“At Kroger Precision Marketing, we see the physical store as one of the most underutilized platforms for brand storytelling,” says Christine Foster, SVP of Kroger Precision Marketing. “This is not just retrofitting TVs to walls. It’s about bringing inspiration into the in-store shopping experience. The result is a deeper level of omni-channel connectivity within the customer journey.”
The digital in-store platform is built by Barrows Connected Store and specifically designed for Kroger with technology to support campaign execution. Combined with Kroger Precision Marketing’s sales measurement, advertisers can now connect media exposure directly to business outcomes.
The custom-made digital touchpoints ensure each screen feels native to the environment. KPM intend to focus on enhancing the shopping journey as well as delivering advertising impact.
“We believe the future of in-store media is immersive, dynamic, and seamlessly woven into the shopper experience,” said Brent Taylor, Global CEO at Barrows. “With Kroger Precision Marketing, we’re not just installing screens—we’re building a flexible, measurable platform that empowers brands to connect with customers in entirely new ways.”
The new in-store digital display solution builds out KPMs wider offering for advertisers. They intend to offer th a full portfolio of onsite, offsite and in-store media solutions – together with consumer insights, loyalty programs, and custom research.
Kroger operate nearly 2,800 stores under various brands in 35 US states and have annual sales exceeding $147 billion. Its retail media arm, Kroger Precision Marketing (KPM), is powered by 84.51˚ data science and Kroger’s popular loyalty card programme. KPM offers ad formats that span onsite search to connected TV and influencer campaigns.
