Giant Eagle Ramps Up In-Store Retailer Media Through Grocery TV Partnership
Giant Eagle is partnering with in-store digital advertising network Grocery TV to scale its Leap retailer media network.
The regional grocery will leverage Grocery TV's end-to-end platform by activating relevant content on in-store televisions in nearly 200 supermarkets across its five-state region, which includes western Pennsylvania, Ohio, West Virginia, Maryland and Indiana.
Giant Eagle conducted independent research to measure Grocery TV's potential impact on customer experiences, with the findings determined there was an opportunity to make shopping more convenient and informative, according to a statement.
Joell Robinson, senior director from Giant Eagle, noted that partnering with Grocery TV would enable them to add another notable customer touchpoint to the Leap-driven omnichannel experience, which uses insights from its myPerks customer loyalty program.
Grocery TV is integrating Giant Eagle's screens into their advertising platform, so the retailer's Leap retail media network can manage and execute brand campaigns across its footprint. Grocery TV's media partnerships team is supplementing the grocer's efforts by including Giant Eagle in its network of nearly 6,000 grocery stores, a move designed to drive incremental advertiser engagement.
Giant Eagle also will leverage Grocery TV's content management system (CMS) to manage its in-store messaging across different store zones.
Grocery TV's partnership with Giant Eagle follows recent collaborations with other retailers underscoring in-store retail media's growing momentum. More than 120 retailers use Grocery TV's in-store retail media offerings, according to the company.
This year, Grocery TV will continue expanding its network with additional retailers and in-store touchpoints, and providing additional performance benchmarks, advanced audience targeting, and measurement capabilities to enhance brands' in-store campaigns, it said.
