News Briefs

Programmatic sampling platform Swish Brand Experiences has integrated with Upshop, a store operations technology provider, to give CPG brands and retailers a way to distribute sponsored product samples using data to target the consumers.

With this integration, retailers using Upshop’s e-commerce order management technology can activate Swish’s sponsored product sampling platform to deliver free, full-size products to relevant orders. This partnership expands the Swish network and offerings to meet CPG brand demand for this type of solution, according to a news release.

The partnership represents a larger industry effort to modernize retail media by bridging the gap between digital and physical engagement. It also provides retailers with a new retail media capability to add to their existing portfolios and revenue streams.

"Retailers and brands want solutions that create real value, not added complexity," Adam Stave, CEO of Swish Brand Experiences, said. "Our partnership with Upshop makes Sponsored Product Sampling effortless to activate, eliminating technical hurdles and allowing retailers to move faster than ever." 

"Largely, e-commerce has been defined by costs with operators focused on efficiencies," Mike Weber, CMO of Upshop, added. "This partnership adds real value to the shopper experience, without any additional work for the store team."

Instacart is piloting a program that lets its contractors take photos of store displays on behalf of CPG brands. 

Brands rely on display-check photos for a number of reasons, including understanding how their products are being merchandised, especially in comparison with their competition. In addition to having their retail execution field teams snap photos, CPGs may hire outside agencies for a more comprehensive view. 

The photo taking is one task Instacart shoppers can opt in to complete for brands, Business Insider first reported and an Instacart spokesperson confirmed to P2PI in an email. 

Instacart shoppers can opt in and accept the display-check task like they would a standard order, according to the company. 

This pilot is currently available to select shoppers in select markets, and Instacart said it's working closely with its retail partners. Further details weren’t available.

In-store audio platform Qsic named Marc Walkin as its vice president of marketing. 

Effective in January, Walkin is tasked with leading Qsic’s marketing strategy as the company looks to expand its global presence, according to a media release. 

“As retailers look to turn on new revenue streams, in-store retail media is emerging as the next major growth area, presenting a massive opportunity for audio as an advertising channel," Matt Elsley, co-founder and CEO of Qsic, said in the release. "We have ambitious plans to expand into new markets, introduce new capabilities and bring more awareness to the value of audio, and [Walkin] has the experience to execute them.”

Walkin brings plenty of experience in retail media and brand marketing to Qsic, having previously held leadership roles at Ahold Delhaize, Staples, PopCorners, Beech-Nut Nutrition Co. and Ahold Delhaize’s Stop & Shop. 

Additionally, prior to joining Qsic, he co-founded Turbyne, a retail media platform spun off from Advantage Solutions, which he helped lead into an acquisition by Colateral in 2024. 

"Qsic is fundamentally redefining the value of in-store audio in today’s retail media-driven landscape and taking a data-first approach to changing how retailers and brands connect with consumers through audio," Walkin said. "It’s an exciting time for retail media, and I’m eager to tell the story of how Qsic is transforming the industry through audio."

Walkin’s appointment follows the closure of a $25 million Series B funding round from Qsic to fuel the company’s expansion. Qsic plans to double its workforce and roll out more than 70,000 speakers across North America over the next year.

Meijer Media, the Midwest-based mass merchant’s retail media network, has expanded its advertising inventory, integrating with Pinterest and adding online video (OLV) and connected TV (CTV). 

The addition of these touchpoints offer brands more personalized and creative ways to connect with shoppers and meet them at "key moments of inspiration and discovery," according to a media release.

Pinterest Integration

Meijer Media's campaigns on Pinterest leverage its first-party data to create visually engaging content aligned with customer preferences. The retailer also says Pinterest provides an opportunity to tie into retail moments, such as back-to-school, holiday shopping and seasonal cleanups as a way to drive meaningful connections.

[Also Read: 2025 Retailer Media Network Ratings & Insights]

OLV, CTV

As consumers increasingly turn to streaming platforms, Meijer Media's OLV and CTV strategies focus on delivering compelling video content that captures attention and drives brand awareness, per the release. Ad campaigns can showcase product innovations, reinforce brand equity and tap into the "emotional power of video to connect" with "highly engaged" viewers. "By combining creative storytelling, data-driven targeting and strategic media partners, we're empowering brands to engage customers at every step of their journey and deliver measurable results," Jeff Leitch, director of Meijer Media, said in a release. 

Colgate-Palmolive personal-care brand Hello Products has hired a new CEO. 

Diana Haussling announced her appointment via LinkedIn on Feb. 4, sharing her excitement about "leading an incredible team that’s redefining traditional categories with bold innovation and a fresh perspective."

Prior to this role, Haussling spent three years as chief marketing officer of North America and senior vice president, general manager of consumer experience and growth, Colgate-Palmolive. She also served as VP, general manager of digital commerce, from 2021-2022.   

In addition to Colgate-Palmolive, Haussling’s resume includes various roles at other major CPG manufacturers, including Campbell Soup Co., General Mills and The Hershey Co. 

In the LinkedIn post announcing her promotion, Haussling called out some Hello Products claims she’s proud of including that the brand is:

• The “fastest growing” in both toothpaste and deodorant.
• No. 1 in digital penetration in its categories.
• Experiencing “double-digit” growth for its mouthwash. 

"As I take on this new role, I’m energized by the opportunity to continue shaking up the industry and creating those #everydayyay moments that make hello so special," Haussling wrote. 

In-store audio platform Qsic closed a $25 million Series B funding round led by London-based technology investment firm Hedosophia in January. 

The funds will be used to support the expansion of its artificial intelligence (AI)-powered in-store retail media platform into new retail locations, accelerate product development and scale its sales team, according to a media release. 

Qsic powers in-store audio and retail media for retailers and quick-service restaurants (QSRs), including 7-Eleven, Coles Express and McDonald's. The company currently reaches more than 100 million shoppers at the point of purchase monthly, with more than 70,000 speakers set to deploy across North America over the next year.

"The demand for our solution is strong," Matt Elsley, co-founder and CEO of Qsic, said in the release. "Now, we’re positioned to accelerate product development to enhance our tech capabilities and put new resources in place to grow our network to drive even greater, measurable outcomes for our retail partners and brands globally." 

Gulp Media Partnership

In November 2024, Qsic extended its partnership with 7-Eleven’s retail media network to rollout Gulp Radio in more than 5,000 stores across the U.S. by the end of 2024 and more than 12,000 stores by the end of 2025, including all 7-Eleven, Speedway and Stripes stores nationwide. 

Once fully deployed at scale, Qsic says Gulp Radio will be one of North America’s largest commercial radio networks, reaching the retailer’s 13 million daily shoppers.

About Qsic

To support scale and customization, Qsic developed a proprietary generative AI model, Lucy, for the creation of custom audio ad content, including on-demand voiceovers. Lucy dynamically creates and localizes ad content in real time, leveraging retailer data to include details such as local pricing, inventory and weather conditions to increase engagement with shoppers. 

According to Qsic, its solutions surpass IAB standards by automatically adjusting audio volume based on ambient noise levels to ensure each ad is heard clearly. Additionally, Qsic's system timestamps each ad to provide validation for in-store media compliance.