![]() Overall, Clouse said Campbell sees a shift toward shelf-stable items, and away from more expensive prepared foods. This shows up in the categories they are buying. ![]() CEO Mark Clouse told analysts that the consumer continues to be “resilient” despite continued price increases on food, but found that “consumers are beginning to feel that pressure” as time goes on. The latest example came this week from Campbell Soup Company. While retail media is primarily a means of advertising on ecommerce marketplaces today, the expanded appearance of advertising on in-store screens underscores how the first-party data that powers it can be foundational for a growing range of channels. Along with Kroger, customers include Walgreens and Giant Eagle’s GetGo convenience stores. “Cooler Screens shares and further enables this vision by bringing the best of digital experiences directly into our retail stores while integrating with our 84.51° data science platform to create an engaging and valuable experience for our customers, associates, and brands.”Ĭooler Screens said it reaches more than 90 million viewers monthly in stores. ![]() “We’re excited about this continued collaboration as it extends our vision for the future of retail media, offering brands another powerful marketing lever inside the store,” said Cara Pratt, senior vice president at Kroger Precision Marketing, in a statement. Executives have talked about how retail media is helping the company unlock new, high-margin business lines, and see the growth of available data as a key driver of the company’s proposed merger with Albertsons. The grocer provides advertising through the Kroger Precision Marketing arm, and customer insights through its 84.51° data science team. Kroger has made retail media a central part of its digital strategy. Unlike a traditional static display ad, digitally-powered retail media is measurable, and Cooler Screens said it offers tools that help brands provide contextually relevant promotions and product information, as well as analytics on performance. It extends the digital ad opportunities available via ecommerce to a new channel. In turn, providing in-store retail media allows brands to reach consumers while they are shopping at a brick-and-mortar location. The companies now have conviction that the content available on screens can enable consumers to make “better-informed decisions based on their own preferences, diets, health needs, budgets and lifestyles,” according to an announcement detailing the activation. Kroger and Cooler Screens piloted the technology for three years, and set out to determine whether they could improve customer experiences through interactive media and digital merchandising. The company started by developing screens for the cooler doors of frozen food sections, but has since expanded to other areas of the store, like endcaps, banner aisles or existing screens. ![]() It’s the result of an expanded partnership with Cooler Screens, a company that developed software and enabling hardware to provide advertising and analytics on in-store screens. Kroger is set to add smart screens to 500 stores, bringing retail media activations to aisles and checkout lines. ![]() Through a new partnership, that capability is extending to the store. Retail media holds out the opportunity that brands and marketplaces can reach customers with advertising, anywhere that there’s a screen. You may have heard of offsite retail media. ![]()
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