Stater Bros. Markets Rolls Out In-Store Retail Media
Stater Bros. Markets, the largest privately owned grocery retailer in Southern California, is implementing in-store retail media touchpoints, allowing streamlined campaign activation, centralized inventory management, targeting and programmatic buying capabilities.
The first phase of the rollout will focus on in-store audio, delivering timely, contextually relevant messaging to shoppers at the moment of purchase. Future phases will expand the network to include digital screens, creating a unified in-store media ecosystem that will enable CPG brands to engage Stater Bros. shoppers through various touchpoints using a single point of entry.
Stater Bros. joined forces with In-Store Marketplace (ISM), which is a centralized platform for digital in-store media integration. Under the partnership, the grocery chain will use ISM’s programmatic platform combined with the existing hardware footprint of ISM’s parent company, Austin, Texas-based Mood Media.
The Stater Bros. deployment advances ISM’s expansion into regional grocery, where strong shopper engagement can provide differentiated value for CPGs.
“Stater Bros. Markets has always been focused on service to our customers and our community,” said Denise Singler, Stater Bros. Markets’ VP of integrated marketing. “This partnership enables us to thoughtfully introduce in-store media in a way that complements the shopping experience while supporting our community and our vendor partners in a way that stays true to our 90-year history as Southern California’s local grocer.”
Inventory for the in-store audio network will be sold through Fishers, Indiana-based Vibenomics, permitting brands to activate campaigns at scale seamlessly. The partnership’s success will be measured by advertiser demand, shopper receptivity and the ability to deliver meaningful value without disrupting the in-store experience, paving the way for future expansion as digital screens are installed in stores later this year.
Stater Bros. operates nearly 170 supermarkets in Southern California and employs 18,000 associates.
This article was originally published on P2PI sibling brand Progressive Grocer.
