Albertsons enabling in-store digital display ads
Albertsons Companies Inc. is launching in-store digital display network.
The grocery conglomerate’s Albertsons Media Collective retail media arm is partnering with shopper engagement solution provider Stratacache to deploy a fleet of digital screens that will support in-store advertising in its stores.
The in-store digital display network pilot will launch during summer 2025 in select Albertsons Companies stores in two key regions, featuring large-format premium displays in high traffic areas at selected touchpoints throughout the store, such as store entry and the produce department.
Albertsons expects this initiative will enhance the shopping experience for customers while also providing insights through advanced measurement capabilities for brand partners, allowing for proof of play, direct sales attribution and sales lift.
“At Albertsons Cos., we’ve identified a significant opportunity to enhance our in-store customers' shopping experience by delivering relevant and impactful messaging at the point of purchase," said Jennifer Saenz, chief commercial officer at Albertsons Cos. “Our partnership with Stratacache enables brand partners to engage directly with our shoppers at this key moment, providing them with compelling offers, meal inspiration and timely information."
In-store digital ads are designed to reach customers throughout their shopping journey, encouraging them to add items to their cart with engaging content on digital screens, including meal or snack inspiration, product usage and lifestyle and health benefits.
For a full store immersion, brands can enhance this experience with in-store audio and promotional offers. Albertsons Media Collective participating advertisers can also deploy offsite display and social video campaigns to bring their brand message to life in the store.
[READ MORE: Albertsons integrates shoppable video ads into e-commerce site]
“Being able to reach customers through compelling brand messaging at the point of purchase and then understand performance helps us fully realize the potential of the in-store channel,” said Liz Roche, VP of media and measurement at Albertsons Media Collective. “We're especially excited to enhance our measurement offerings as the fleet of digital screens is rolled out.”
Other initiatives Albertsons intends to launch to enhance its retail media network in 2025 include bringing together the insights that Albertsons Media Collective has in order to create automation around its main media planning process, as well as bringing more transparency to measurement.
Headquartered in Boise, Idaho, Albertsons Companies operates more than 2,200 stores across 34 states and the District of Columbia under more than 20 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci's Food Lovers Market.
