Albertsons Debuts In-Store Digital Display Network
Albertsons Media Collective (AMC), the retail media arm for Albertsons Cos., has unveiled an in-store digital display network that's designed to enhance the shopper experience and support brand storytelling and promotions throughout the in-store journey.
AMC introduced its new advertising touchpoint and pilot program during the Cannes Lions International Festival of Creativity, taking place June 16-20 in France.
The initiative, powered by interactive digital display technology from Stratacache, comprises a fleet of large digital screens that promote product discovery for advertisers both large and small, according to a media release.
Digital screens will be strategically placed in high-traffic areas — such as store entrances and produce departments — across select Albertsons stores in two key regions beginning this summer.
Also: The State of Retail Media: Tactics, Strategies & New Players
“At Albertsons Cos., we’ve identified a significant opportunity to enhance our in-store customers' shopping experience by delivering relevant and impactful messaging at the point of purchase,” Jennifer Saenz, chief commercial officer at Albertsons Cos., said in the release. “Our partnership with Stratacache enables brand partners to engage directly with our shoppers at this key moment, providing them with compelling offers, meal inspiration and timely information.”
In addition to offering brand visibility, the platform will provide closed-loop measurement capabilities, including proof of play, direct sales attribution and sales lift analysis.
“Stratacache's technology foundation for closed-loop measurement was a significant factor in our decision to partner with them,” Liz Roche, vice president of media and measurement at Albertsons Media Collective, said in the release. “We're especially excited to enhance our measurement offerings as the fleet of digital screens is rolled out.”
Launch Partner: Mondelez
Mondelez International is the launch brand partner for AMC’s digital screens.
“Mondelez’s focus is to meet customers in the moments that matter — and few are more powerful than when they’re standing at the shelf, ready to decide,” added Melissa Pitmon, customer director, omnichannel activation of Mondelez International. “[AMC’s new digital screens are a] natural complement to our digital strategy and a powerful reminder that the store remains one of the most influential spaces to build brand connection and drive conversion.”
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Diving Deeper Into the In-Store Retail Media Trend
Albertsons Media Collective’s move taps into a broader industry trend: the growing value of in-store retail media.
Research shows that brick-and-mortar shoppers are increasingly attentive to in-store advertising. As in-store retail media is nearly a $1 billion channel, some industry experts say it’s likely to grow several times beyond that in the coming years.
Additionally, a recent report from The Harris Poll and Quad found that Gen Z and Millennial consumers are particularly keen on the in-store experience. The companies’ “The Return of Touch” study found that 84% of those shoppers said they value brands that seamlessly blend technology and physical experiences; while 78% appreciate brands that add digital touchpoints to enhance physical shopping rather than replace it.
By combining shopper insights with real-time digital displays, Albertsons aims to raise the bar on in-store activation, bringing media sophistication to the physical shelf.
