Supermarket chain Hy-Vee is continuing to build out its retail media network, RedMedia, through a new partnership with in-store retail media solution Grocery TV.
Grocery TV will now power more than 10,000 screens at Hy-Vee’s 400+ retail locations across the Midwest, reaching shoppers at key store touch points including the entrance, checkout, service departments, aisles and endcaps. The partnership will go live in February 2025.
1-Year-Old RedMedia is Growing up Fast
The addition of Grocery TV is only the latest advance for RedMedia, which was launched in late 2023. Earlier this year, Hy-Vee also partnered with VusionGroup to roll out digital shelf tags at approximately 230 stores, and the retailer teamed up with Fluent to serve post-purchase offers to online shoppers.
The addition of Grocery TV, which will connect Hy-Vee’s screens to The Trade Desk, will enable RedMedia to manage both offsite and in-store campaigns from a unified platform. In addition to brand advertising, Hy-Vee also will be able to manage its own in-store messaging through Grocery TV’s content management system.
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“Grocery TV’s technology allows us to elevate our in-store experience and streamline our retail media execution,” said Kathryn Mazza, SVP of RedMedia at Hy-Vee in a statement. “Their team has made integration easy, and we’re excited to offer various brands new ways to reach our shoppers.”
Hy-Vee joins a growing list of more than 100 retailers who partner with Grocery TV across the U.S., including Harps Food Stores, ShopRite, Smart & Final and Winn-Dixie. Grocery TV reports that its network now reaches one in every four Americans across more than 5,000 stores.
To learn more about retail media, check out our full guide here.
