Wakefern Expands Retail Media Network

Wakefern Food Corp, the largest retailer-owned cooperative in the United States, is expanding its use of Inmar’s Retail Cloud to offer targetable and attributable off-site media at scale for its brands. The Keasbey, N.J.-based cooperative of 50 members, which independently own and operate supermarkets under the ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage and Fairway Market banners, reported $16.6 billion in retail sales in 2019.

Wakefern will use Inmar’s integrated suite of marketing technologies and services to drive shopper engagement. By working with the Retail Cloud to grow its Retail Media Network, Wakefern will expand into off-site programmatic advertising. Using these capabilities, Wakefern’s banners will launch targeted campaigns via managed services or through a self-service UI, while being able to measure the impact on sales.

“This marks Wakefern’s entry into programmatic retail media amplification to extend our reach to new consumers and drive engagement with our loyal customers,” said Steve Henig, chief customer officer for Wakefern, in a statement. “Expanding into Inmar Intelligence’s turnkey retail media solutions enables us to build a network for the future that will deliver an enhanced shopper experience that connects our brands to consumers in new and personalized ways.”

Winston-Salem, N.C.-based Inmar said leveraging a Retail Media Network gives retailers the opportunity for a secondary revenue stream with incremental growth and enables retailers to provide a more unified solution across media and promotions. The Inmar Retail Cloud also allows brands to integrate their promotions and media programs, including off-site media, on-site media, digital incentives, influencer marketing, chat-based media and in-store.

The Retail Cloud is powered by ShopperSync, a data intelligence platform that enables retailers to access first-party, anonymized transactional data across all media and promotions channels in its network while managing permissions and governance rights.

“At Inmar, we are constantly focused on enabling retailers to provide a better shopping experience for consumers, while providing transparent, manageable monetization opportunities as well,” said David Mounts, chairman and CEO of Inmar Intelligence, in a statement.