Kroger has expanded its deployment of in-store digital screens in the wine and spirits departments of nearly 600 stores nationwide, following a multi-year pilot across 50 locations. The screens, powered by the Looma retail media network, helped grow category sales and improve endcap execution, providing featured alcohol brands with a 2X to 4X ROAS (return on ad spend).
Since 2023, Looma’s in-store digital displays, which deliver storytelling, education and personalized recommendations to shoppers, have expanded from 800 screens to more than 7,000 across 1,100 retail locations. The platform reaches 27 million shoppers monthly in leading retailers including BJ’s Wholesale Club, Harris Teeter, Lowes Foods, Schnucks and Kroger.
Looma has raised new capital to help support its expansion: $10 million in Series B funding led by Staley Capital, alongside a $3 million credit facility, bringing the company’s total funding to $30 million.
“We’ve spent the last decade preparing for this moment, building what we believe is far and away the strongest in-store media platform in the market,” said Cole Johnson, Founder and CEO of Looma in a statement.
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Kroger has its own internal retail media organization, which it brought together into a single department, Kroger Precision Marketing (KPM) Powered by 84.51°, in July 2025. However, the retailer has worked with third-party digital screen providers: in June 2025 Kroger Precision Marketing deployed digital screens in select Kroger stores on integrated, custom-made fixtures from Barrows Connected Store.
