Grocery chains to test in-store digital media network

Albertsons, Safeway, Southeastern Grocers and Weis Markets supermarkets are slated to pilot an in-store digital media network from News Corp. subsidiary News America Marketing (NAM).

In the test, due to launch this winter, large-format screens deployed in high-traffic areas of the store, including at the entryways, and in-store windows will run various applications of digital media.

Content will include local and national advertising as well as brand and retailer marketing. NAM said ads can be turned on and off based on real-time triggers — such as time of day, weather and first scans for newly launched products — and be directed at any phase of the shopper journey leading to the purchase.

“Piloting this exciting new technology with News America Marketing provides additional opportunities to further monetize our in-store media inventory while providing real value for brands and memorable experiences to our shoppers,” according to Adam Kirk, senior vice president of trade planning and local marketing at Jacksonville, Fla.-based Southeastern Grocers, whose grocery retail banners include Winn-Dixie, Bi-Lo, Harveys Supermarket and Fresco y Más.

“The creative format also provides us with an ‘always on’ opportunity to support our own brands, events, seasonal promotions, loyalty programs, offers and more, with personalized, interactive and connected in-store customer experiences,” Kirk added.

Related:Kroger taps DDB as first agency of record

New York-based NAM noted that digital in-store media enables retail and brand marketers to target audiences with static and video content in a medium and location where most purchasing decisions are made. For retailers, the network provides opportunities to improve communication with customers as they enter the store and better compete for media spend. Meanwhile, the stores offer brand marketers a highly viewable environment where shoppers are receptive to advertising messages, the company said.

“Digital in-store media combines the sophistication, automation and personalization of online digital media with the stopping power and impact of in-store with the contextual relevance of the physical store,” Tracey Koller, chief retail and merchandising officer at NAM, said in a statement.

NAM, whose offerings also include SmartSource Magazine FSI coupons and Checkout51 mobile coupon app, provides brand-funded print signage in more than 60,000 stores across North America. With the new in-store digital media network, the company handles all aspects of the activation, including fabrication, installation, maintenance and operation of all hardware and software, plus measurement, selling and account management.

Related:Weis Markets engages more closely with customers

“With this launch, we can help bridge the gap between brand, equity and performance marketing while delivering a relevant shopper experience,” Koller said.