Hy-Vee integrates audience targeting into retail media network
Regional Midwest grocery/convenience chain Hy-Vee Inc. is launching an audience targeting solution within its retail media network.
Hy-Vee partnered with Dentsu to develop an offering called Hy-Vee ID that provides insights into unique audience segments, with the goal of enabling precise targeting for marketing campaigns. The platform also allows advertisers to create custom audience segments for brand messaging.
"Hy-Vee ID provides value to both brands and customers alike," said Kathryn Mazza, president of the Hy-Vee RedMedia retail media network. "Hy-Vee ID aims to create a seamless customer experience that prioritizes a shopper’s needs with the messages they are seeing. This customer-first approach revolutionizes the way brands connect with specific audiences by making every interaction meaningful and impactful."
Hy-Vee ID is based on the Dentsu Merkury data, identity and insights platform and features measurement and sales optimization tools designed to provide granular insights down to SKU-level sales data.
Launched in 2023 and based on The Trade Desk omnichannel advertising platform, RedMedia enables advertisers to reach shoppers through Hy-Vee digital platforms, in-store advertising (including digital signage as well as in-store audio supported by Vibenomics), and brand-safe sites.
Participating brands can then hone their messaging based on purchasing behavior and brand preferences, creating a personalized shopping experience for customers.
[READ MORE: Exclusive Q&A: Hy-Vee explains retail media network strategy]
Starting in February 2025, brands will be able to target shoppers across Hy-Vee's stores with digital TV advertising while tapping into audience targeting and campaign measurement capabilities.
“Retail media is rapidly surpassing conventional marketing methods and is poised to revolutionize consumer marketing," said Brian Monahan, global client president and head of retail media solutions at Dentsu. "By harnessing insights, businesses can allocate their marketing budgets more strategically while ensuring that the appropriate customers are engaged with the right products at the ideal time to enhance the customer experience."
Headquartered in West Des Moines, Iowa, Hy-Vee, Inc. is an employee-owned corporation operating more than 570 business units across eight Midwestern states: Iowa, Illinois, Missouri, Kansas, Nebraska, South Dakota, Minnesota and Wisconsin.