BJ’s expands in-store digital advertising screens for new category
BJ’s Wholesale Club is adding in-aisle interactive advertising screens to a series of digital end caps already in operation in its stores.
The retailer is building on its existing rollout of the Looma in-store digital platform. BJ’s members will now be able to receive personalized wine and cocktail recommendations directly at shelf in all clubs with beer, wine and liquor departments. BJ’s intends to enhance wine and liquor discovery and simplify purchase decisions for members leveraging the digital advertising screens.
"End cap and in-aisle screens are much harder to execute and require deep collaboration with merchandising and operations teams," said Cole Johnson, founder & CEO of Looma. "But without them in-store media becomes simply billboards: the real opportunity to engage shoppers, build brands, and reach the full promise of in-store media is to build digital touchpoints into the heart of the store, on end caps and in the aisles."
Looma's technology enables remote content management, digitizes end cap and other space planning, and provides full-funnel performance measurement. The content that airs on Looma’s network is produced or edited by a global network of independent filmmakers, editors and creators who specialize in point-of-decision content.
Kroger delivers in-store digital liquor ads
Grocery conglomerate Kroger also recently began implementing Looma video screens in wine and spirits sections of its stores.
[READ MORE: Kroger expands in-store screen advertising to alcohol]
Leveraging the Looma in-store platform, Kroger co-locates screens with merchandise, enabling liquor brands to deliver video-based storytelling, product education and personalized recommendations. The retailer is installing the screens across almost 600 stores following a successful multi-year pilot in 50 stores.
During the pilot, Kroger was able to grow alcohol category sales, improve end cap execution, and achieved a 98% customer satisfaction rating. Featured alcohol brands saw 2-4x incremental return on ad spend, as well as gains in brand awareness and first-time customer acquisition.
"There's tremendous energy in in-store retail media right now, but too much of it is focused on applying a digital advertising framework to the physical world," Johnson said. "In-store media requires different ad tech and different content. BJ's understands the importance of both these things and has been an amazing partner in designing member-centric experiences, helping set a higher bar for in-store engagement."
