Grocery Chains Pilot In-Store Digital Network From News America

This winter, several grocery chains will pilot a News America Marketing (NAM) digital media network that will feature national brand and local advertising, as well as the retailers’ promotions.

Large-format digital screens will be positioned in high-traffic areas, including entryways and windows, to test a variety of in-store digital media applications.

The ads can be turned on and off based on real-time triggers such as time of day, weather and first scans for newly launched products, as well as directed to any phase of the shopper journey, according to NAM.

Albertsons, Safeway, Weis Markets and Southeastern Grocers (encompassing Bi-Lo, Fresco y Más, Harveys Supermarket and Winn-Dixie) are participating in the pilot.

NAM, which announced the network during this week’s Groceryshop event in Las Vegas, says it will handle all aspects of the activation, including fabrication, installation, maintenance and operation of all hardware and software, measurement, selling and account management.

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Digital in-store media combine the “automation and personalization of online digital media” with the “stopping power,” impact and “contextual relevance’ of the physical store, said Tracey Koller, NAM’s chief retail and merchandising officer. at News America Marketing. The new network aims to “bridge the gap between brand, equity and performance marketing, while delivering a relevant shopper experience,” she added.

NAM also offers SmartSource Magazine FSI coupons and the Checkout51 mobile coupon app, and provides brand-funded print signage in more than 60,000 stores across North America.

 

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