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Kroger Expands In-Store Media Solutions

Digital screens built into integrated fixtures, such as endcaps, will begin appearing across select Kroger stores. Browse gallery of images sent to P2PI.
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Kroger's retailer media network, Kroger Precision Marketing (KPM), is expanding its offerings with a new in-store digital advertising solution.

Powered by Barrows Connected Store’s technology, digital screens built into integrated fixtures, such as endcaps, ceiling signs and standees, will begin appearing across select Kroger stores, offering brands the opportunity to deliver animated, high-impact content at the point of purchase.

The response from early adopters has been encouraging, Brian DeCoveny, managing director, North America, Barrows Connected Store, told the Path to Purchase Institute.

"The feedback has all been very positive, and early interest has been very high, as Kroger recently introduced this new offering to brands," DeCoveny said.

At KPM, the physical store is seen as one of the most underutilized platforms for brand storytelling, said Christine Foster, senior vice president of KPM, in a media release. 

“This is not about retrofitting TVs to walls," Foster said. "It’s about bringing inspiration into the in-store shopping experience — seamlessly and meaningfully. The result is a deeper level of omnichannel connectivity within the customer journey.”

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The digital in-store platform, built by Barrows Connected Store, was designed for Kroger with technology to support campaign execution. Combined with KPM’s sales measurement, advertisers will be able connect media exposure directly to business outcomes, according to the release.

Barrows Connected Store engineers solutions that meet the unique demands of the retail floor and is focused on eliminating friction across the shopper journey to create smoother, more enjoyable shopping experiences, DeCoveny said.

"These installations move beyond digital screens to bring new, built-in, experiential/ sensorial, data and operational capabilities along with the Connect OS platform capabilities," he said. "The rollout will enable brands to activate smarter media placements with dynamic content that helps shoppers make decisions."

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