Woodman’s Markets Launches Retail Media Portal

The regional grocer’s new white-label portal helps brands reach shoppers in-store, out-of-store and online.
Jacqueline Barba
Digital Editor
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Wisconsin-based independent grocery chain Woodman’s Markets has upgraded its retail media strategy to help brands engage shoppers online, in-store and out-of-store. In partnership with omnichannel retail media platform Brandcrush, Woodman’s joins the growing group of retailers that have moved their bookings, management and reporting processes online.

The white-label, self-serve supplier media portal allows Woodman’s to scale media sales and consolidate media opportunities. Since the retailer manages a number of shopper media programs in-house and works with third-party providers, such as Shop-to-CookBrandcrush’s technology also allows Woodman’s to continue to work with its existing solution providers and grow its media program without immediately growing its team.

“This is an area we have wanted to scale for some time,” said Dustin Wales, marketing director at Woodman’s Markets, in a news release from Brandcrush. “Technologies like this help to level the retail media playing field. Our suppliers, including regional and local brands, can access a self-serve media portal for real-time and easy access to opportunities. It benefits both [small and medium-sized enterprise] brands and our major multinational suppliers.” 

As retail media continues to boom, retailers are increasingly utilizing their owned media assets to drive revenue and engage shoppers along their path to purchase.

“Independent U.S. grocery stores account for 33% of national sales and offer valuable, but untapped, media channels for suppliers to drive brand-building initiatives and product trial,” Teresa Aprile, Brandcrush co-founder and CEO, said in the release.“We are powering retailers to own their entiremedia ecosystem.”

This includes all the touchpoints where retailers reach shoppers on their omnichannel journey, including in-store, where Aprile said grocery sales account for more than 80% of the total spend.

In related news, HelloFresh also recently tapped Brandcrush to update and digitize its media partnership processes. The meal kit company’s new HelloFresh Media Portal aims to provide brand partners with “greater agility and access” to more targeted media opportunities such as in-box sampling, inserts and online marketing.