Blaine’s Farm & Fleet offers advertisers AI-based ad targeting to reach customers
Blain’s Farm & Fleet is launching a new retail media network offering with some artificial intelligence features for advertisers.
The Wisconsin-based specialty retailer, which bills itself as “The Modern General Store,” is leveraging the Epsilon retail media platform to run its new retail media offering, known as “Neighbor Network.”
Neighbor Network combines AI and person-first identity in its ad server to let advertisers reach customers on Blain’s Farm & Fleet ‘s website or app, or across the open web with relevant, personalized messages.
“At Blain’s Farm & Fleet, we pride ourselves in treating each customer like a neighbor, whether they're shopping in-store or online," said Eliza Ollinger, GM, e-commerce at Blain’s Farm & Fleet. “Neighbor Network gives our brand partners the opportunity to tap into what we know about our neighbors and use first-party data to better understand each individual neighbor and deliver personalized ads at the right place and time.
Neighbor Network features SKU-optimized targeting, based on AI, that uses billions of intent signals to make hundreds of decisions in milliseconds, so brands don’t need to actively perform targeting in their campaigns.
Participating brands have the option to engage customers through sponsored product placements, display ads, and native advertisements. In addition, brands can reach Blain’s Farm & Fleet customers through offsite channels including the open web, connected TV and social media.
Neighbor Network also provides insights into where, how frequently, and how much to engage with shoppers to help drive conversions. It also offers person-level, omnichannel analytics, providing visibility into campaign performance so advertisers can continually refine and enhance their strategies if they choose.
“Our partnership with Blain’s Farm & Fleet underscores our commitment to innovation and our shared vision of fostering deeper, more meaningful connections between brands and their audiences,” said Dave Peterson, general manager, global head of retail media at Epsilon.
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Headquartered in Janesville, Wis., Blain’s Farm & Fleet operates 45 locations throughout Illinois, Iowa, Wisconsin and Michigan. The retailer sells products in categories including clothing, footwear, tools and hardware, paint and supplies, automotive, agriculture, electrical and plumbing, and sporting goods.
