US food and drug retailer Albertsons has launched an in-store digital display network to improve the shopping experience and enhance customer engagement.

By driving brand visibility, Albertsons Media Collective says it aims to set standards in the retail experience.

In partnership with Ohio-based Stratacache, a suppliers of interactive, intelligent shopper engagement experiences and analytic tools, Albertsons will power its in-store advertising through a fleet of digital screens. This collaboration leverages Stratacache’s technology to promote product discovery and create media offerings that allow brand partners of all sizes to participate and engage their customers.

“At Albertsons, 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. “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.”

The in-store digital display network pilot will launch this summer in select Albertsons stores in two regions, featuring large format premium displays in high traffic areas at impactful touchpoints as shoppers move through the store, such as entry and the produce department. This will not only enhance the shopping experience but also provide insights through 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,” said Liz Roche, vice president at Albertsons. “Stratacache’s technology foundation for closed-loop measurement was a significant factor in our decision to partner with them. Being able to reach customers through compelling brand messaging at the point of purchase and then understand performance helps us fully realise 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.”

In-store digital ads are crucial for full-funnel advertising, allowing brands to connect with consumers at the point of purchase. These ads effectively 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.

“Mondelēz’s focus is to meet customers in the moments that matter, and few are more powerful than when they’re standing at the shelf, ready to decide,” said Melissa Pitmon from Chicago snack food specialist Mondelēz (www.mondelezinternational.com). “Albertsons Media Collective’s new digital screens will enable us to deliver inspiring, hyper-relevant content right where purchase decisions are made. It’s a natural complement to our digital strategy and a powerful reminder that the store remains one of the most influential spaces to build brand connection and drive conversion.”

With a plan for store rollouts following the pilot and measurement capabilities, Albertsons looks forward to driving brand messaging and resonance with in-store customers.

Albertsons Media Collective (www.albertsonscompanies.com) is a retail media network rooted in connections, technology and innovation. As the retail media arm for Albertsons, one of the largest food and drug retailers in the USA, it connects with shoppers in more than 2200 locations across 35 states.

Stratacache (www.stratacache.com) provides a full scope of consumer, audience and passenger engagement technology and services to restaurant, retail, transportation and service companies. Its technology uses smart digital displays, sensors and AI to customise the shopper experience, enhancing profitability, efficiency, customer satisfaction and speed of service. It has local support and operations in 28 countries.