Wakefern deploys retail media kiosks in 95 stores

The digital kiosks provided by Freeosk represent an in-store retail media activation that lets shoppers try new products.
A Freeosk kiosk.
  • Wakefern is deploying interactive kiosks at 95 ShopRite and The Fresh Grocer locations. 
  • The kiosks are from Freeosk and combine digital media, sampling and merchandising.
  • The companies say the Freeosk devices, which Wakefern previously piloted, generate an average sales lift of 50%.

Wakefern is deploying interactive retail media kiosks from Freeosk at 95 ShopRite and The Fresh Grocer stores.

According to a May 17 release, the grocer will use the Freeosk devices at the expanded number of stores following a successful pilot program. The devices will allow shoppers to experience new products or categories. They offer a large display that provides information about a product. Shoppers can interact with the unit to get a free sample, and the kiosks also contain shelving that enable shoppers to add the product to their cart for purchase after sampling it. 

According to Freeosk, consumers can download an app on their phone that renders a QR code that unlocks one free sample a week at one of their kiosks. The company notes that in some locations with Freeosk devices, a store’s existing membership loyalty card will unlock the sample. This is the case inside Sam’s Club stores that also feature its devices, Freeosk says.

The companies in the joint release said  20% of consumerswho first purchased based on the in-store activation would buy the product again following the conclusion of the campaign. 

“Trial lowers barriers to entry for products and expands the shopper base for brands by attracting incremental users to the category while in-store,” said Natalie Menza-Crowe, director of marketing and wellness strategy for Wakefern, in the release. “By capturing the shopper activity, brands are provided transparent measurement and retail media opportunities to engage with emerging and renewed brand users.” 

According to Insider Intelligence, digital retail media ad spending was anticipated to reach approximately $40.8 billion last year, more than three times what was spent prior to the COVID-19 pandemic. Last month, Wakefern also added retail media screens from GroceryTV near checkout lanes at ShopRite stores in New York City, Retail Leader reported.

“While the growth of retail media networks exploded during the past few years, a clear intersection between content and commerce has emerged that can help retailers reach consumers,” said Elizabeth Lafontaine, Chief Retail Analyst for Retail Leader Pro. “Using content vehicles to reach consumers in new ways and convert them into purchasing creates new points of entry to the retail industry, especially at a time when it’s fragmented and content and retail hold the same importance to shoppers.”