Giant Eagle links retail media network to in-store TVs
Giant Eagle Inc. is activating targeted partner advertisements on in-store TVs.
The regional food, fuel and pharmacy retailer, which previously rolled out “closed loop” reporting for Leap Media Group, its internally-developed retail media network that taps into its myPerks loyalty platform, is now leveraging the Grocery TV in-store retail media platform.
This will enable Giant Eagle to activate Leap Media Group content on in-store televisions in nearly 200 supermarkets across its five-state region including western Pennsylvania, Ohio, West Virginia, Maryland and Indiana.
"We chose Grocery TV because they share our commitment to the customer experience," said Joell Robinson, senior director from Giant Eagle. "By partnering with Grocery TV, we are adding another notable customer touchpoint to the Leap-driven omnichannel experience powered by deep insights from our myPerks customer loyalty program."
By integrating in-store TV screens into the Grocery TV advertising platform, Giant Eagle is enabling its Leap retail media network to manage and execute brand campaigns across its stores.
To supplement Giant Eagle's efforts, Grocery TV's media partnerships team will drive incremental advertiser engagement by including Giant Eagle in its network of nearly 6,000 grocery stores. Giant Eagle will also leverage Grocery TV content management system (CMS) technology to manage in-store messaging across different store zones.
"We're excited to partner with Giant Eagle to scale their retail media business," said Don Oelke, co-founder and COO of Grocery TV. "Our focus is on handling the operational complexities of managing an in-store network, so Giant Eagle can concentrate on serving their customers."
In another effort to expand the benefits provided by Leap Media Group, Giant Eagle joined the Rippl data and media network. Rippl is a collaborative effort among regional grocers, convenience stores, and their advertisers. Leveraging cookie-less identity resolution technology from Bridg, a division of Cardlytics,.
[READ MORE: Giant Eagle in new retail media network partnership]
Rippl provides advertisers with a single access point to a national footprint of 100 million-plus individual shopper profiles (loyalty and non-loyalty) with SKU-level purchase data and enriching attributes.
Founded in 1931 and headquartered in Pittsburgh, Giant Eagle Inc. operates 470 locations throughout western Pennsylvania, north central Ohio, northern West Virginia, Maryland and Indiana.
