In-Store and Out-of-Store Retail Advertising Strategies of Two Major Stores
Retail Giants Dollar General and Albertsons Embrace In-Store Media for Growth
Retail Media Networks (RMNs) are transforming the way retailers like Dollar General and Albertsons Cos. engage with customers and generate revenue. At the recent GroceryTech event held in Dallas, executives from these retailers shared insights on how they are integrating digital and in-store media to enhance shopper engagement and drive new advertising revenue streams.
Nik Rochnik, senior director of product management at Albertsons Media Collective (AMC), revealed that their RMN strategy focuses on intent-based digital solutions and network management innovations to improve operational efficiency and the effectiveness of media delivery. This approach not only drives engagement but also reduces cost overhead for media network operations.
Albertsons is deploying in-store digital display networks in strategically important regions, creating opportunities for targeted ads directly within their stores. This allows brands to engage customers right at the point of purchase, increasing relevance and conversion.
Tyler Lusebrink, director of ad sales at Dollar General Media Network (DGMN), outlined their partner evaluation process, focusing on creating meaningful connections, solving customer problems, and providing value to brand partners. DGMN is also working to sync up messaging as it expands its own delivery service and teams up with DoorDash for order fulfillment.
In-store media is an emerging avenue for growth, according to both retailers. Lusebrink predicted that RMN capabilities will evolve to match the precision and sophistication of digital channels, allowing advertisers to measure the impact of in-store advertising. AMC is pursuing complementary RMN efforts to avoid confusing shoppers with messages they see online and in-store.
Retailers are expanding their networks to meet customers wherever they are on their buying journey. Dollar General, known for its average square footage of around 7,000 square feet, worked with the Recess platform to create an out-of-store experiential sampling program. Albertsons' experience team aims to blend daily rhythms and digital touchpoints to build seamless shopper journeys.
Rochnik emphasized the importance of measurement standards in RMN deployments, stating that Albertsons Media Collective (AMC) aims to contribute to the standards and be compliant. Both Rochnik and Lusebrink agreed that the future of RMN involves two-way directional communication and personalizing the in-store experience to cater to individual customers.
GroceriesTech session also featured insights from Schnucks, Forty Acres Market, and Placer.ai, focusing on empowering local grocers through technology. Mercatus execs advised retailers on driving growth, loyalty, and profitability through personalization.
In summary, retail chains are evolving RMNs beyond online and loyalty program advertising, emphasizing in-store digital signage and media as a fast-growing, revenue-driving avenue. This includes deploying networks in high-priority regions, focusing on operational efficiency through digital innovation, and developing retail media solutions customized to each store to ensure practical implementation and fast results.
- The retail industry is leveraging technology, such as Retail Media Networks (RMNs), to impact advertising revenue and customer engagement, as demonstrated by retail giants Dollar General and Albertsons Cos.
- Albertsons Media Collective (AMC) is leveraging intent-based digital solutions and network management innovations to not only drive engagement but also improve the operational efficiency of their media delivery.
- Dollar General, through their partnership with DoorDash for order fulfillment and the Recess platform for experiential sampling, is expanding their retail media network to meet customers wherever they are on their buying journey.
