Albertsons Media Collective, the retail media arm of Albertsons Companies Inc., unveiled its in-store digital display network during the Cannes Lions International Festival of Creativity in France.
In partnership with Stratacache Inc., one of the global suppliers of interactive, intelligent shopper engagement experiences and analytic tools, Albertsons Media Collective will power its new in-store advertising solution through a fleet of digital screens.
The collaboration uses Stratacache’s technology to promote product discovery and create media offerings that allow brand partners to participate and engage customers.
Albertsons Media Collective’s in-store digital display network pilot will launch this summer in select stores in two regions, featuring large format premium displays in high-traffic areas, such as the entrances and produce department.
The initiative will enhance the shopping experience for customers and provide insights through advanced measurement capabilities for brand partners, allowing for proof of play, direct sales attribution and sales lift.
“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 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.”
According to Emarketer, in-store shoppers are attentive to in-store advertising, with 75 percent of adults likely to notice it, as reported by Morning Consult. Additionally, Emarketer projects in-store retail media spending to exceed $1 billion by 2028.
“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,” said 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 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.”
In-store digital ads are crucial for full-funnel advertising, allowing brands to connect with consumers at the point of purchase. These ads reach customers throughout their shopping journey, encouraging them to add items to their carts with engaging content on digital screens, including meal or snack inspiration, product usage and lifestyle and health benefits.
For a full store immersion, brands can enhance the experience with in-store audio and promotional offers. In addition, advertisers can leverage CTV, offsite 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 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.”
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