ShopRite Adds Digital Screens in Pharmacies
Northeast regional grocer ShopRite has rolled out digital screens/displays to its pharmacy department at select stores through an expanded partnership with in-store retail media network Grocery TV.
Grocery TV announced the ShopRite rollout along with its network expansion into pharmacies on Aug. 13. The new pharmacy solutions were created to provide brands and retailers with another key touchpoint to engage and serve shoppers health-related information, according to a media release.
In addition to ShopRite, Grocery TV said its in-store digital pharmacy solution has been rolled out to “a number of the retailers” in its network.
"For both retailers and brand advertisers, pharmacy represents a valuable touchpoint with customers, especially for healthcare, pharma and fitness-focused products or services," Don Oelke, co-founder and chief operations officer at Grocery TV, said in the release. "Many of the supermarkets in our network have pharmacies, so it was a natural next step to provide a tailored, in-store retail media experience for that part of the store."
Grocery TV's content strategy for pharmacy includes its new health and wellness focused video channels, retailer messaging and contextually relevant brand advertising to engage and inform shoppers while they're waiting in line or passing by the pharmacy. Retailers are leveraging Grocery TV's content management system to launch and manage messaging in their pharmacy departments in real time.
Health and wellness brands can reach nearly 28 million shoppers in stores/pharmacies with Grocery TV’s digital displays or expand their reach by including stores with proximity to major pharmacies, according to the release. Additionally, the company says the pharmacy has a higher dwell time than other touchpoints within the store.
ShopRite stores leveraging Grocery TV into the pharmacy area can promote prescription savings programs and information about the pharmacy and other health-related offerings to customers in-store.
"ShopRite Pharmacy is excited to be expanding the in-store retail media network into the pharmacy area with Grocery TV," Darren Caudill, chief sales officer for Wakefern Food Corp., the retailer-owned cooperative and logistics and merchandising arm for ShopRite stores, added. "They've streamlined the process of adding new touchpoints in our stores, and made it simple for us to manage our in-store messaging through their content management system so that we can deliver important information to our ShopRite Pharmacy customers."