Hy-Vee is the latest supermarket chain to get into the retail media game with Hy-Vee RedMedia, which is designed to be a full-scale retail media network that enables brands to connect with the retailer’s customer base across multiple platforms.
Brand advertisers will be able to tap into digital and in-store advertising as well as off-site advertising on brand-safe sites. They also can personalize their ad messaging and delivery based on various data points, including purchasing behaviors and brand preferences, as well as deeper insights that illustrate lifestyle preferences.
“Retail media is outpacing traditional marketing and will be a game-changer in consumer marketing,” said Jason Farver, President of Hy-Vee RedMedia in a statement. “Leveraging insights allows companies to be smarter and more strategic with their marketing dollars, while also improving the customer experience by reaching the right customer at the right time with the right product offering.”
On the Hy-Vee RedMedia site, the company touts a “high-touch custom advertising service,” where team members will work alongside brand partners to craft campaigns that extend across the retailer’s omnichannel ecosystem of services, which includes food and grocery as well as pharmacy, dietetics, specialty health care, banking, manufacturing, construction, wine and spirits, and more. Hy-Vee also operates several digital-driven ventures, including Hy-Vee Aisles Online, WholeLotta.com, VCRx.org and RedBox Rx.
Once campaigns are out in the field, advertisers will be able to amplify their messaging and then effectively measure return on ad spend using real-time analytics, post-campaign performance readouts and other insights.