Quad is expanding its In-Store Connect retail media network through a new partnership with Chedraui USA that will bring digital in-store screens to 25 Smart & Final Extra! format stores in California this fall, putting the warehouse-style value banner’s aisles to work as advertising inventory.
The deal extends a print relationship into digital media: Quad already provides print and production support for Smart & Final’s weekly circular programs, and In-Store Connect layers digital signage onto that collaboration, with Quad providing an integrated solution spanning content, technology, production and store execution. For Los Angeles-based Chedraui USA, the fourth-largest grocery operator in California with more than 380 locations under the El Super, Fiesta Mart and Smart & Final banners, the rollout marks its first deployment on the network.
“By combining technology with valuable measurement capabilities, In-Store Connect gives us a new way to enhance the shopping experience for both customers and vendor partners, while continuing to evolve our long-term marketing strategy,” said Matt Reeve, SVP of sales, marketing and merchandising at Chedraui USA.
Engaging shoppers at the shelf
The screens will give endemic CPG brands new opportunities to engage shoppers at the point of purchase, with Smart & Final’s format, serving both households and small-business customers, offering brands access during high-value purchase moments.
“Retailers increasingly recognize that their physical stores are among their most valuable media assets,” said Kevin Bridgewater, SVP of strategic retail solutions at Quad. “As our network continues to expand into new markets and existing retail partners broaden their deployments, we’re helping retailers turn those environments into powerful media channels. For partners like Smart & Final, In-Store Connect offers a new way to create value from the strong customer relationships they’ve already built.”
Sussex, Wisconsin-based Quad is a marketing experience company employing approximately 10,000 people in 10 countries, serving approximately 2,100 clients with a focus on commerce, financial services and health.
Related: Vallarta Supermarkets Joins Quad’s In-Store Connect Network