Meijer Media Adds Closed-Loop Measurement
Meijer joins the growing list of regional retailers bolstering their retail media networks and solutions.
The Midwest-based, family-owned mass merchant has introduced closed-loop measurement capabilities for display advertising, both onsite and offsite, through its retailer media network, Meijer Media.
The enhanced measurement was developed to provide brand partners better visibility of sales impact through Meijer Media campaigns, both in-store and online, according to a March 18 media release.
Through its partnerships with digital entities/solution providers, including Google and commerce media company Criteo, Meijer continues to bolster its position as a retail media partner.
The company now offers enhanced capabilities to customize shopper-facing messaging and deliver targeted content onsite, in-app, offsite or on social media. Additionally, Meijer has expanded its ability to measure closed-loop marketing performance through onsite display via Google Advertising Manager (GAM), an ad management platform for larger publishers, and offsite display via Google’s end-to-end campaign management tool DV360 (aka Display & Video 360).
“Meijer is the gold standard of partnership in the omni space – seamlessly integrating the power of in-store and online,” Kevin Hoppe, senior manager, omni commerce, grocery, for WK Kellogg Co., said in the release. “[Its] new retail media solutions further amplify their already strong capabilities.”
Meijer Media partner activations increased more than 53% and campaign volume increased 76% in the first quarter of fiscal 2024, compared to the retailer’s Q4 FY23 average, which Meijer credits in part to its new solutions.
“Meijer Media has grown tremendously over the past year, delivering in-depth measurement and advanced customer insights that are difficult to uncover from more traditional advertising platforms,” added Jeff Leitch, director of media and category marketing at Meijer. “Our closed-loop reporting and data on real purchase behaviors gives our partner brands a deeper understanding of their customers.”
Meijer Media gives brands access to direct transaction data and an expanded set of touchpoints/channels.
Recent Retail Media Moves From Regional Grocers
Perhaps most recently, Wakefern Food Corp. — which owns and operates ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage and Fairway Market stores across the east coast — launched its own omnichannel retailer media network, Wakefern Media Exchange.
Also this month, Midwest-based grocery chain Hy-Vee expanded its RedMedia team with the recent additions of Kathryn Mazza and Britt Polihronis.
Family-owned regional grocer Dierbergs, which serves the St. Louis metropolitan-area and Missouri's Lake of the Ozarks, recently rolled out new features to its mobile app to also enhance shoppers' omnichannel experience.
And in February, Giant Eagle’s retailer media network, Leap Media Group, grew its in-store ad solutions through a new partnership with Montreal-based music, video and advertising tech company Stingray.