Redner’s Markets, in partnership with P&G and DoorDash, has rolled out a new retail media campaign on MessageWrap conveyor belt wraps at checkouts across its 44 stores throughout Pennsylvania, Maryland and Delaware.
The MessageWraps feature P&G’s brands – such as Tide, Bounty, Febreze, Dawn, Charmin and Cascade – with product images scrolling across as the conveyor belt rolls, while DoorDash is featured with a mobile-integrated offer to skip the checkout line.
“MessageWrap is the perfect solution for our co-branded campaigns in partnership with our brand partners, as it provides a value-added checkout experience for our customers, while promoting the shared interests of our leading brands and initiatives,” said Eric White, director of marketing and communications of Redner’s Markets.
Nathan Vanderploeg, CEO of MessageWrap, added, “A big part of what is enabling us to support retail media initiatives is not only MessageWrap’s 93 percent awareness with shoppers, but also its optimal position to integrate with digital campaigns.
“The MessageWrap checkout experience is the perfect place to bridge the in-store experience to online, with both the retailers’ mobile apps as well as the brands’ digital presence.”
With MessageWrap’s position at checkout, the brand categories that are most often featured include:
- Pickup and delivery offerings, like DoorDash, Instacart and the retailers’ in-house offerings;
- In-store kiosks, like CoinCloud and Primo Water;
- Big CPG brand promotions, like for 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.
In a recent program, a state lottery saw a 13:1 return on advertising spend, with a $13 increase in lottery ticket sales for every dollar spent on MessageWrap, representing a sales increase of over 40 percent versus control stores.
For more information about the independent grocer and its history, visit rednersmarkets.com.
