Kroger Precision Marketing, the retail media business of The Kroger Co., has announced a new in-store digital advertising capability powered with Barrows Connected Stores’ technology.
The collaboration is billed as a shopper-centric approach to in-store media. Digital screens – built into integrated fixtures – 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,” said SVP Christine Foster.
“This is not about retrofitting TVs to walls. It’s about bringing inspiration into the in-store shopping experience – seamlessly and meaningfully. The result is a deeper level of omni-channel connectivity within the customer journey.”
The digital in-store platform, built by Barrows Connected Store, is designed for Kroger with technology to support campaign execution.
Combined with Kroger Precision Marketing’s sales measurement, advertisers can connect media exposure directly to business outcomes.
The custom-made digital touchpoints ensure each screen feels native to the environment.
“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.”
“Families are looking for inspiration and solutions in our stores every day,” Foster said. “With this new capability, we’re helping brands reach them in a relevant way – right in our aisles.”
The retail media network supports brand growth with a full portfolio of onsite, offsite and in-store media solutions – together with consumer insights, loyalty programs and custom research.
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