Hy-Vee expands retail media reach by joining consortium
Hy-Vee's retail media network, RedMedia, has joined Rippl, a national consortium of regional grocers and convenience stores in the U.S., Rippl confirmed to Grocery Dive.Through the partnership, Rippl said it will provide RedMedia the ability to deepen its first-party data, build off-site capabilities and broaden customer engagement. The partnership comes as Hy-Vee continues to partner with third-party retail media technology companies to bolster its in-house retail media network capabilities..
Dive Insight:
More than 285 Hy-Vee grocery stores are joining Rippl's network as part of the partnership, which comes at a time when regional grocers are turning to aggregated and unified retail media solutions to boost customer engagement.
Rippl, which is powered by Bridg, has previously linked with several grocers, including Wegmans, Schnuck Markets, Lowes Foods, Giant Eagle, Associated Food Stores and Food City. The consortium spans 58,000 locations and over 140 million shoppers.
"Hy-Vee RedMedia has the unique capability to enhance brand optimization and expand reach
within our diverse customer base," Kathryn Mazza, president of RedMedia and chief marketing officer at Hy-Vee, said in a statement. "Our partnership with Rippl enables us to offer suppliers a top-tier solution and allow them to connect with shoppers exactly where they are making their purchasing decisions."
Hy-Vee, which runs more than 570 locations across nine Midwestern states, has tapped several partners as it continues to bolster its in-store and online advertising capabilities. In March, for instance, RedMedia linked with Instacart's Carrot Ads solution to expand advertising options for CPG brands.
At the end of last year, Hy-Vee tapped Grocery TV to power more than 10,000 screens across more than 400 locations.
The grocer partnered with Samsung to bring cloud-based digital signage technology to all of its stores shortly after debuting RedMedia in 2023
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