Wakefern Food Corp. expands its use of in-store retail media

Wakefern Food Corp., the largest retailer-owned cooperative in the United States, is expanding its use of in-store retail media following a promising pilot with retail media platform company Freeosk.

The Keasbey, New Jersey-based cooperative will add Freeosk’s multisensory units in 95 ShopRite and The Fresh Grocer stores.

The units transform “ordinary in-store spaces into discovery destinations for new products and categories,” Freeosk said in a statement on Wednesday.

Freeosk said its campaigns generate an average sales lift of over 50%, with 70% of buyers being new to brand and over 20% of the converted shoppers repeating purchases post-campaign.

 “Trial lowers barriers to entry for products and expands the shopper base for brands by attracting incremental users to the category while in-store,” said Natalie Menza-Crowe, MS RD director of marketing and wellness strategy for Wakefern, in a statement. “By capturing the shopper activity, brands are provided transparent measurement and retail media opportunities to engage with emerging and renewed brand users,”

Looking to inspire shopper engagement and trial, Freeosk combines in-store sampling, merchandising and digital media.

"Brand adoption is a key milestone on the path to purchase. From that moment on, you build loyalty and customer lifetime value. Freeosk is honored to help facilitate seamless in-store retail media programs with Wakefern that provide clear ROI,” said Matt Eichorn, president, co-founder and CEO at Freeosk, in a statement.

Wakefern Food Corp. is the largest retailer-owned cooperative in the United States, with its members operating more than 300 stores under the ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage and Fairway Market banners throughout the mid-Atlantic and New England.