Albertsons is pushing deeper into retail media with a bold rollout of in‑store digital screens — aiming to catch shoppers’ eyes where it matters most: at the shelf. The new network kicks off this summer in select stores, pairing high‑impact screens with smarter measurement to convince advertisers their money is well spent.
“We see huge untapped value in the last few feet before a product goes in the cart,” said Jennifer Saenz, Chief Commercial Officer at Albertsons. “This is about adding real relevance and measurable impact at the point of purchase.”
The screens — powered by STRATACACHE tech — will appear in high‑traffic spots like store entrances, produce aisles, and popular end caps. Early tests include dynamic ads, recipe inspiration, and limited‑time offers, all fine‑tuned by shopper data.
Mondelēz, one of the pilot partners, is betting on the screens to close the loop between brand ads and real sales. “This bridges digital and store in a way we can measure,” said Melissa Pitmon, OmniChannel Director at Mondelēz.
Raising the Stakes in Retail Media
Retail media is the grocery world’s new gold rush — and Albertsons wants a bigger share. Competitors like Walmart Connect and Kroger Precision Marketing already sell billions in ad space across websites and apps. Now they’re turning attention back to physical stores, where more than 70% of purchase decisions still happen.
By adding screens, Albertsons hopes to level the playing field. Its media arm already offers on‑site search ads, video spots, and even CTV placements. The screens are a missing piece: fresh, real‑world moments to catch a shopper’s eye just before they buy.
What Makes This Different?
Pilot scale: Launches in two U.S. regions this summer — full rollout expected by 2026 if results deliver.
Technology edge: STRATACACHE provides closed‑loop measurement, proving what screens actually sell.
Creative options: From meal tips to seasonal deals, ads can update in real time.
Omnichannel sync: Brands can align in‑store screens with digital ads for one connected campaign.
Money Talks
Grocery margins are tight — but retail media margins are not. Industry analysts say media profits can run up to 70%, far outpacing the razor‑thin earnings on groceries. Screens give Albertsons another lever to pull.
“This is about owning every moment of influence,” said Liz Roche, VP of Media and Measurement at Albertsons Media Collective. “We’re proving this is more than hype — it’s measurable, flexible and truly incremental.”
Can It Work?
In‑store screens aren’t new. Tesco, Carrefour and Walmart have all tested versions. The difference is scale and data. Albertsons says its closed‑loop system will finally connect what people see with what they scan at checkout.
Retail tech insiders say the screens could evolve fast — adding QR codes, voice triggers, or interactive meal planning. Done right, they could also help smaller brands punch above their weight, reaching loyal store traffic without paying Google or Meta.
What’s Next
The pilot starts rolling out this summer.
More CPG partners are signing on — expect big snack and beverage brands first.
Full expansion depends on proving sales lift and keeping content fresh.
For now, Albertsons has sent a clear signal: if you want a bigger slice of retail media budgets, you can’t ignore the store aisle.
Stay tuned at Global Supermarket News for updates as the rollout unfolds.
