Albertsons Rolls Out In-Store Digital Ad Network
Albertsons has unveiled its in-store digital display network through its retail media arm, Albertsons Media Collective, which will launch this summer in select stores in two key regions.
The large-format displays will be placed in high-traffic areas at "impactful touchpoints" throughout the store, such as the entrance and produce departments. Company officials said the new initiative is designed to enhance the customer shopping experience while also providing insights through advanced measurement capabilities.
The network debuted at the Cannes Lions International Festival of Creativity in France and was developed with STRATACACHE Inc., a global supplier of interactive, intelligent shopper engagement experiences and analytic tools.
“At Albertsons Cos., we’ve identified a significant opportunity to enhance our in-store customers' shopping experience by delivering relevant and impactful messaging at the point of purchase,” said Jennifer Saenz, chief commercial officer at Albertsons Cos. “Our partnership with STRATACACHE enables brand partners to engage directly with our shoppers at this key moment, providing them with compelling offers, meal inspiration and timely information.”
Albertsons officials said in-store digital ads are crucial for full-funnel advertising, allowing brands to connect with consumers at the point of purchase. These ads reach customers throughout their shopping journey, encouraging them to add items to their cart with engaging content on digital screens, including meal or snack inspiration, product usage, and lifestyle and health benefits.
For a full store immersion, brands can enhance this experience with in-store audio and promotional offers. Additionally, advertisers can leverage CTV, offsite display and social video campaigns to bring their brand message to life in the store.
According to EMARKETER, in-store shoppers are highly attentive to in-store advertising, with 75% of adults likely to notice advertising, as reported by Morning Consult. Additionally, eMarketer projects in-store retail media spending to exceed $1 billion by 2028. With retail media’s anticipated growth and the substantial opportunities that physical stores present, advertisers are recognizing the potential of this channel.
