For years, giants like Amazon and Walmart have dominated the retail media space, pulling in billions in CPG advertising thanks to their massive scale.
But while advertising dollars have gone digital, most retail sales (over 80 percent) still happen in real, physical stores.
For mid-market grocers, that fact presents an opportunity.
Chains with fewer than 1,000 locations are increasingly turning their foot traffic into their media audience and capturing more brand dollars by partnering with in-store retail media networks.
The result is a new revenue stream for retailers, stronger performance for CPGs, and most importantly, a more engaging experience for shoppers.
Bringing Media Inside the Store
At Quad, we’ve spent the past year scaling In-Store Connect, a turnkey in-store retail media network designed for mid-market grocery chains that have high-frequency, high-intent customers in trusted, community-based stores. Our partners include Save Mart, Homeland, and now, Vallarta Supermarkets, among others.
We install 12–15 digital screens per store, placed at key points around the “racetrack” where people spend the most time. Digital kiosks, shelf screens, refrigerated/freezer-aisle screens and vertical banner screens are integrated into existing infrastructure and spotlight CPG brands, special promotions, and the neighbourhood-favourite products that make these grocery stores shopper destinations.
In-store retail media follows the same logic as paid search: reach shoppers when they’re in the aisles actively seeking information and ready to make decisions. Done right, the digital screens spark ideas, provide information, and prompt shoppers to buy.
By Kevin Bridgewater, SVP Retail Solutions, Quad
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