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.”