At Cannes, retail media—more than AI, it seems—is once again a major focus. To that end, grocer Albertsons, which operates over 2,200 stores across the U.S., has announced a partnership with smart screen company STRATACACHE to bring digital display advertising into its brick-and-mortar locations.
According to the press release, the collaboration will power a “new in-store advertising solution through a fleet of digital screens,” with STRATACACHE’s technology used “to promote product discovery and create media offerings that allow brand partners of all sizes to participate.” Mondelez has been named as one of the brands expected to run campaigns as the rollout progresses. (That rollout, however, will take time due to the hardware integration required.)
Here are some pics of the screens in action via what appears to be a pilot program:
Why This Matters:
In-store retail media represents a major opportunity. For categories like food, pharma, and other retailers focused on physical commerce, the majority of sales still happen in-store. Reaching customers at the point of purchase is a valuable chance for marketers to influence decision-making. EMARKETER projects in-store retail media spending will surpass $1 billion by 2028—a figure that may be conservative, limited primarily by the logistical challenges of physical installations.
Experts React:
Mondelez’s Melissa Pitmon, Customer Director, OmniChannel Activation had this to say about the Albertsons and STRATACACHE launch:
“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. 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.”
Our Take:
In-store retail media isn’t entirely new—there have been attempts to bring digital screens into physical retail environments. Some of those early efforts may have been ahead of their time or placed screens in ways that felt more intrusive than helpful. Based on photos, however, Albertsons’ approach appears to involve screens placed throughout the store, such as above aisles. This would be more intuitive and easier to implement, especially for retailers with existing screen/tech infrastructure.
