Grocery TV is taking the show on the road—or at least to other areas of the grocery store.
The Austin, Texas-based grocery tech company said it’s moving its in-store media displays beyond their current location in the checkout lane to all major areas of the store—that includes all departments, pharmacies, entryways and customer service areas, Grocery TV CRO Mike Pollack told Winsight Grocery Business.
Touted as the “largest digital advertising network in U.S. grocery stores” by the company, Grocery TV also is adding a variety of services previously not available, such as enabling grocers to manage multiple campaigns across multiple locations, through its new retail marketing platform. The rollout of those upgrades will begin in Q2 of this year, Pollack added.
“Our new and improved platform gives retailers the power to fully manage their in-store digital experience, and in turn increase shopper engagement and drive demand with each store visit using localized, relevant content. After working with over 200 retailers in the past seven years, we’ve learned from their feedback and created new features to address their challenges and needs,” Pollack said in a statement.
He tells WGB that the platform enables grocers to customize each display with retailer messaging, new promotions, local deals, new products and brand messaging. Grocers can also track real-time analytics through the in-store displays, he said.
The grocery tech company currently has roughly 20,000 of its electronic displays in more than 4,000 grocery stores across all 50 states, Pollack said.
The expansion of the programmable display ads to the entryway of the store is part of Grocery TV’s acquisition of Mediaworks, which operates sanitizer stations that feature a 32” digital display, in January. Those stations are located in major grocery store chains such as Cub, Schnucks and Lund & Byerlys.
Pollack said the new digital displays not only help grocers connect with customers in a more meaningful way, but they also reduce the clutter of paper signage throughout the store. It also empowers grocers to update displays at different stores based on inventory, shopper preference and a variety of other factors.