BJ's Wholesale Club Adds In-Aisle Interactive Screens to Alcohol Departments
BJ’s Wholesale Club has ramped up its in-store digital media offerings, adding interactive screens within beer, wine and liquor aisles across participating club locations.
The screens, powered by in-store media platform Looma, build on existing digital endcaps and display racks already in operation at BJ’s stores. The latest rollout brings digital displays directly into aisles, placing content alongside primary merchandising.
According to Looma, the in-aisle screens provide product information/storytelling and recommendations intended to support discovery in beverage-alcohol (BevAlc) categories, where shoppers often navigate large assortments and limited on-shelf education. The screens are live in all BJ’s clubs that carry beer, wine and spirits.
In-aisle and endcap screens typically require closer coordination with merchandising and store operations than perimeter signage, as digital content must align with planograms, category strategy and traffic flow. Looma founder and CEO Cole Johnson said in a media release that embedding screens into aisles allows retailers to move beyond “billboard-style” in-store media and deliver information closer to the point of decision.
According to Looma, its technology enables remote content management, digitizes endcap and other space planning, and provides full-funnel performance measurement.
BJ’s rollout follows similar in-store media expansions at other retailers such as Kroger, particularly within wine and spirits departments, which are often viewed as a testing ground for digital engagement due to complex shopper decision-making and higher-margin categories.
"There's tremendous energy in in-store retail media right now, but too much of it is focused on applying a digital advertising framework to the physical world," Johnson said. "In-store media requires different adtech and different content.”
