Albertsons’ retail media arm, Albertsons Media Collective, will launch an in-store digital display network, partnering with STRATACACHE, to extend its retail media offering.

The move will see digital screens power ads across selected Albertsons’ stores in a pilot this summer, creating ‘engaging and seamless’ experiences for shoppers while driving increased visibility for brands.

“We’ve identified an opportunity to enhance in-store customers’ shopping experiences 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 shoppers at this key moment, providing them with compelling offers, meal inspiration and timely information.”

The in-store display network will feature large format, premium digital screens in high traffic areas of the stores, such as shop entrances and within the produce department. As well as enhancing CX, the displays will provide shopper insights through closed-loop measurement, delivered by STRATACACHE. The advanced measurement capabilities allow brand partners to understand proof of play, sales attribution and sales impact.

“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,” Liz Roche, VP of Media and Measurement at Albertsons Media Collective, said.

“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.”

Liz Roche, VP of Media and Measurement, Albertsons Media Collective

STRATACACHE will also promote product discovery and create retail media offerings that allow brand partners of all sizes to participate and engage Albertsons’ customers.

“Albertsons Media Collective’s new digital screens will enable us to deliver inspiring, hyper-relevant content right where purchase decisions are made,” said Melissa Pitmon, Customer Director of Omnichannel Activation at Mondelēz International. “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.”