Dive Brief:

• Oklahoma-based regional grocer Homeland Stores has teamed up with Quad/Graphics Inc. to roll out the company’s in-store retail media network, according to a Tuesday announcement. 
• The partnership will start by equipping 15 Homeland locations with in-store screens, including one interactive kiosk at each entrance as well as vertical video banners and end cap screens throughout the stores, Kevin Bridgewater, Quad’s senior vice president of strategic retail initiatives, said in an interview. 
• This announcement comes as regional and independent grocers continue to step up their retail media game in both digital and in-store spaces. 

Dive Insight:

Quad’s in-store retail media partnership with Homeland aims to enhance customers’ shopping experiences and give brands the opportunity to advertise outside of major cities, Bridgewater said. 

Quad’s in-store retail media network, called In-Store Connect, allows CPGs and retailers to collaborate on advertising content and connect with shoppers at strategic locations throughout the store to help create awareness, influence decisions in real-time and drive sales, according to the press release. 

The introduction of In-Store Connect will begin at 15 Homeland locations — enough stores to provide scale and learn but manageable for pivoting the rollout of the new technology as needed, according to Bridgewater. 

After three to six months, Quad plans to then rapidly bring In-Store Connect to more Homeland locations, with the target of eventually equipping 75% to 80% of the grocer’s locations with the retail media network and digital in-store screens, he said. 

With Homeland stores spanning around 30,000 to 40,000 square feet, Bridgewater said Quad plans to put 12 to 15 digital screens throughout each location. Quad is also gearing up to introduce more in-store screen technology to its portfolio, including freezer screens.

The Oklahoma grocer is the “perfect fit” for Quad as a mid-market, regional grocer just starting to enter the retail media space, he added.

Quad’s work with Homeland comes in tandem with digital retail media work the grocer is initiating, including partnering with Swiftly to develop an app, the technology company confirmed via email. 

Quad is looking to link up with more regional grocers as these retailers continue to strengthen their presence in the retail media space. 

In late April, The Save Mart Companies tapped Quad to help launch In-Store Connect. The grocer initially added digital screens, kiosks, end caps, shelf screens and vertical banners throughout 16 of its stores with plans to eventually roll out the tech to all of its approximately 200 locations.

Correction: A previous version of this story misidentified the store in the photo caption. The store is a Save Mart Companies location.