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08/29/2023

Boston cannabis retailer Redi opens customers to targeted brand ads

Dan Berthiaume
Senior Editor, Technology
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Redi store
Redi is helping cannabis brands reach its customers.

A local cannabis retailer is entering the retail media network space.

Redi, which operates two stores and e-commerce site for in-store pickup in the Greater Boston area, is leveraging the new Surfside Commerce Media retail media network platform. In private beta since April 2023 and now available nationally, the Commerce Media solution supports both on-site and off-site advertising for Redi’s partner cannabis brands.

Leveraging the platform, Redi enables partner cannabis brands to unify off-site ads from mainstream websites and apps with personalized shopping experiences on its website, driven by ads tailored to shopper interests and previous purchasing habits.

The retailer can also provide brands the ability to secure priority placements and measure all media to SKU-level sales. Redi integrated Commerce Media with its existing POS and e-commerce software.

“Surfside's on-site advertising is a terrific way to grow website ROI and elevate partnered brands' product sales,” said Ryan Silve, GM at Redi. “Their team is knowledgeable, responsive, and dedicated to driving results.”

“Consumers are demanding a more relevant buying experience and businesses need to adapt and ensure they have the right technology and economics to be able to grow,” said Michael Blanche, co-founder and co-CEO of Surfside. “Commerce Media solves these two problems by tailoring shoppable content and creative messaging for each individual customer, enabling digital businesses to remove irrelevant noise and generating a new high-margin revenue stream.”

“We used Surfside’s Commerce Media ads to support revenue across our retail footprint in the Northeast and have been thrilled with the ability to drive incremental sales and see real results,” said Pete Truby, VP of marketing at cannabis brand Glorious Cannabis Company, which partners with Redi. “By delivering ads directly where products are being sold online, we saw a measurable lift in sales month-over-month and have already expanded the campaign across our multi-state wholesale network.”

Retail media networks expand beyond grocery/CPG

Retail media networks emerged from the grocery and CPG sector, which remains the primary vertical where they are found. However, a growing number of retailers in verticals beyond grocery are also joining the trend. Examples include department store retailer Macy’s, consumer electronic chain Best Buy, and home improvement retailer Lowe’s.