Major grocery retailers to pilot digital in-store advertising

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Major grocery retailers to pilot digital in-store advertising

By Dan Berthiaume - 09/13/2019
Albertsons Safeway, Southeastern Grocers, and Weis Markets will help launch a new in-store digital media network.

Marketing solutions provider News America Marketing (NAM) will partner with the three supermarket chains to target in-store shoppers with static and video content. The pilot is scheduled to launch this winter, and will include large-format screens strategically placed in high-traffic areas at the store entryway and in-store windows.

The digital advertising content can be turned on and off based on real-time triggers like time of day, weather, or first scan for new product launches. Content can be local or national and can be designed to play a role in any phase of the shopper journey. NAM will handle all aspects of the activation including fabrication, installation, maintenance and operation of all hardware and software, as well as measurement, selling and account management.

“Piloting this exciting new technology with News America Marketing provides additional opportunities to further monetize our in-store media inventory while providing real value for brands and memorable experiences to our shoppers,” said Adam Kirk, senior VP of trade planning and local marketing at Southeastern Grocers. “The creative format also provides us with an ‘always on’ opportunity to support our own brands, events, seasonal promotions, loyalty programs, offers and more, with personalized, interactive and connected in-store customer experiences.”

Southeastern Grocers is the parent company of the Winn-Dixie, Bi-Lo, Fresco y Mas, and Harveys banners.