Albertsons pilot empowers suppliers in the produce department

Albertsons has launched an in-store digital display network designed to revolutionize the shopping experience and enhance customer engagement. The company's pilot will launch this summer in select stores, featuring large format premium displays in high-traffic areas, such as store entry and the produce department.

In partnership with STRATACACHE Inc., one of the leading global suppliers of interactive, intelligent shopper engagement experiences and analytic tools, Albertsons will power its new in-store advertising solution through a fleet of digital screens. This collaboration leverages advanced technology to promote product discovery and create media offerings that allow brand partners of all sizes to participate and engage their customers.

“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.”

According to EMARKETER, in-store shoppers are highly attentive to in-store advertising, with 75 percent 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.

This initiative will not only enhance the shopping experience for customers but also provide valuable insights through advanced measurement capabilities for brand partners, allowing for proof of play, direct sales attribution and sales lift.

“Understanding the impact of in-store digital advertising is key. STRATACACHE's technology foundation for closed-loop measurement was a significant factor in our decision to partner with them,” said Liz Roche, vice president of media and measurement at Albertsons Media Collective. “Being able to reach customers through compelling brand messaging at the point of purchase and then understand performance helps us fully realize the potential of the in-store channel. We're especially excited to enhance our measurement offerings as the fleet of digital screens is rolled out.”