Dive Brief:
- Harps Food Stores has partnered with Grocery TV to bring the latter’s in-store retail media capabilities to 145 of the regional grocer’s locations, according to a Wednesday announcement.
- The grocer will leverage Grocery TV’s content management system (CMS) to launch and track in-store digital campaigns.
- Grocers are focusing on in-store capabilities for retail media growth in 2024 as they continue to expand their networks’ reach and connect with more shoppers.
Dive Insight:
Digital displays with in-store retail media measurement capabilities are becoming more commonplace in supermarkets, and many grocers are relying on third-party partnerships to help monetize and manage these systems.
Harps’ partnership with Grocery TV will set up the Arkansas-based grocer with digital displays as well as the retail media company’s CMS to track in-store messaging and manage marketing campaigns, according to the announcement. The in-store screens will be placed in stores across the grocer’s home state as well as Kansas, Louisiana, Missouri, Mississippi and Oklahoma.
Grocery TV does the “heavy lifting” of setting up and managing Harps’ in-store retail media network, leaving the grocer free to focus on digitizing in-store campaigns and bettering the shopping experience, David Ganoung, Harps’ senior vice president of marketing and chief marketing officer, said in a statement.
“Grocery TV has allowed us to modernize our in-store marketing and simplify campaign management through their intuitive CMS,” Ganoung said.
Harps is not the first regional grocer to tap Grocery TV to set up in-store digital displays. In April 2023, the technology company rolled out 32-inch video displays at an unspecified number of ShopRite stores in the New York City region. The larger displays are mounted at the front end of the supermarket locations.
In-store retail media growth has been a continuing trend throughout this year. In April, The Save Mart Companies partnered with Quad/Graphics to deploy kiosks, digital screens, end caps, shelf screens and vertical banners in 16 locations with plans to introduce the gear chainwide.
