Walmart now targeting self-checkout with ads

Walmart is rolling out a new ad strategy that leans into third party ads placed in the self-checkout aisle and TV aisles.

The retailer will use screens in self-checkout areas and TV aisles, radio ads over its in-store audio network, and demo stations — which are platforms where brands can show their product  — to push products and deals, reports CNBC.

For now,the demo stations will only run over weekends, and advertisers will have the option to bundle the stations with 30-second radio ads and screen time. 

Demo stations will also have QR codes targeting shoppers with special deals, recipes, and seasonal ideas. Walmart piloted the stations in Dallas-Fort Worth and plans on rolling them out in more than 1,000 stores by the end of January 2024.

Retail media could be a gold mine for retailers — as recent data from the market researcher Insider Intelligence says the medium is on pace to generate $45 billion this year, a 20% increase over last year. Sales from retail media could generate as much as $106 billion by 2027, the study says.

Many retailers have rolled out retail media strategies in recent months, including The Fresh Market, Sprouts Farmers Market, and Save Mart. 

Kroger is also boosting its retail media efforts, via a new in-house advertising platform, as well as adding digital screens to implement video advertising across 500 of its stores. 

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