Wakefern Launches Retailer Media Network

Wakefern Media Exchange, powered by Inmar Intelligence, combines planning, activation and measurement controls for in-store marketing as well as onsite and offsite media buying in a single platform.
Jacqueline Barba
Digital Editor
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Wakefern Food Corp., a supermarket co-op and parent company of ShopRite, Price Chopper and The Fresh Grocer, has officially launched its own retailer media network.

Wakefern Media Exchange expands advertising opportunities across the retailer’s touchpoints for consumer brands of all sizes. Among its offerings, advertisers can use the network to showcase products and messaging tailored to the needs and preferences of shoppers, according to a media release.

Wakefern Media Exchange combines and consolidates planning, activation and measurement controls for in-store marketing and onsite and offsite media buying in one single platform, which offers both managed service and self-service buying models. 

The self-service platform is powered by Inmar Intelligence and includes features such as “Smart Mode” and creative templates for a “simplified campaign setup and launch,” per the release. 

The platform also includes automated reporting features that provide “comprehensive and custom” insights into campaign performance against key performance indicators.

[Also Read: The State of Retail Media: Outlooks, Strategies & What’s Next]

"Our focus is always on understanding and exceeding our customers’ expectations, and Wakefern Media Exchange enables us to connect advertisers with customers in a way that enhances their shopping experience,” Ranjana Choudhry, vice president of advertising at Wakefern Food Corp, said in the release. “With Inmar Intelligence's self-service ad technology, we're also streamlining the advertiser experience and unlocking opportunities for brands of all sizes to connect with shoppers in a controlled and transparent way."

Additionally, the platform includes Inmar's self-service Offer Media tool within the user interface (UI), which enables brands to launch offsite media campaigns in a matter of minutes and drive awareness of digital coupons. Wakefern says the UI simplifies the campaign setup process by pulling in offer details and auto-generating campaign creative, reducing the need for deep media buying expertise.

“We’ve had the pleasure of powering digital coupons and offsite media solutions with Wakefern for years and we are now bringing together an ecosystem for the shopper that will make it faster, better and easier to help them find what they need and save when they need it both in-store and online,” added Spencer Baird, CEO of Inmar Intelligence. 

With this launch, Wakefern is attempting to keep pace with brands increasingly allocating more ad investments to retail media by adopting new solutions for brands. The company's retail media enhancements and investments contribute to its larger goal of growing digital engagement among its shoppers and improving customer experiences.

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