Hy-Vee partners with Samsung to bring digital displays to all stores

Dive Brief:

Hy-Vee’s retail media arm, RedMedia, is bringing cloud-based digital signage technology from Samsung to all of the Midwestern grocer’s stores, according to a Tuesday press release.
The regional grocer will deploy the technology company’s cloud-based VXT Content Management System (CMS) across a network of more than 10,000 Samsung commercial displays.
Regional grocers have been delving further into the retail media space as it becomes a crucial element for remaining competitive against national supermarket chains.

Dive Insight:

Hy-Vee is one of the first businesses to launch Samsung’s VXT CMS system, a cloud-based technology that integrates content management and remote device management capabilities with intuitive features, allowing retailers to control their Samsung display network in real time, according to the press release.

Hy-Vee is installing the Samsung displays in aisles and at deli, meat and seafood counters, wine and spirits departments and food courts in all Hy-Vee locations as well as at Hy-Vee Fast & Fresh convenience stores. The in-store screens will feature live cooking demos, promotions, recipes, product pairings, company announcements and menu boards.

RedMedia is also utilizing Samsung Ads, which enables marketers to reach customers through off-site TVs and other advertising channels in addition to the in-store screens, according to the announcement.

Hy-Vee has made significant strides in the retail media space in recent weeks, announcing the launch of RedMedia at Groceryshop in Las Vegas in September. The grocer noted this platform would connect the grocer’s brand partners to its customer base through online platforms and in-store advertising.

Regional grocers’ retail media efforts are accelerating as they aim to keep up with larger competitors. Earlier this month, Ahold Delhaize USA’s Peapod Digital Labs launched a native mobile app for the company’s retail banners on Peapod’s Prism platform.

In June, Giant Eagle launched its in-house retail media network, Leap, making it one of the first regional grocers to not rely on a third-party technology provider to enter the retail media space.