Kroger Ramps Up In-Store Retail Media With Screen Rollouts to 600 Stores

Kroger is expanding its in-store retail media footprint, rolling out video screens across the wine and spirits departments of nearly 600 stores nationwide through an expanded partnership with in-store media platform Looma. 

The move follows a multi-year pilot across roughly 50 Kroger locations and signals growing momentum behind in-store retail media as a performance-driven channel at the point of decision.

According to a Looma media release, the pilot demonstrated measurable gains in category sales, improved endcap execution and a 98% customer satisfaction rating. The screens are co-located with merchandise and designed to deliver product storytelling, education and recommendations directly where shoppers are making purchase decisions, rather than serving as purely atmospheric media.

Related: P-O-P Spotlight: Brands Leverage In-Store Digital Screens

The Kroger expansion comes as Looma announced $13 million in new financing — including $10 million in Series B funding and a $3 million credit facility — which the company said will support the rapid national growth of its in-store retail media network. Since 2023, Looma has grown its footprint from 800 screens to more than 7,000 across 1,100 retail locations — such as BJ's Wholesale Club (see video at bottom), H-E-B and Harris Teeter — reaching an estimated 27 million shoppers per month.

Looma said advertisers running on its platform, including CPG and beverage brands such as Coca-Cola and Diageo), have seen an average four-times full-funnel incremental return on ad spend, with the company measuring impact across awareness, discovery, conversion and loyalty.

Within Kroger stores, alcohol brands participating in the pilot reportedly achieved two-to-four-times iROAS, alongside gains in brand awareness and first-time buyer acquisition, per the release.

The rollout reflects a broader shift in retail media strategy as grocers and brands look to capture shopper attention inside the store — where the majority of grocery purchases still occur — and connect media exposure more directly to purchase behavior.