Meijer adds closed-loop measurement capabilities to retail media network

Dive Brief:

Meijer announced Monday the addition of closed-loop measurement capabilities for on- and offsite display advertising through its retail media network.
The expanded capabilities on Meijer Media are powered onsite by Google Advertising Manager and offsite via Google Display & Video 360, which Meijer says offers brand partners improved visibility to in-store and online campaigns on sales.
Implementing closed-loop measuring capabilities across retail media platforms continues to be a key development for grocers because it provides advertisers with valuable and specific insight into customers’ shopping behavior and the impact of ad campaigns.

Dive Insight:

The newly launched closed-loop reporting ability builds on Meijer Media’s current measurement capabilities as well as its digital partnerships.

Meijer’s brand partners can customize customer messaging and deliver targeted content on- and offsite, in-app or on social media, according to the press release. The network has partnered with a number of third-party digital companies, including Google and Criteo, to power its retail media tools.

Meijer Media also offers direct transaction data, allowing advertisers to connect with shoppers. Advertisers using the retail media network can also access an expanded set of channels, serving as a one-stop shop for reaching customers through personalized campaigns.

In the first quarter of fiscal year 2024, Meijer Media partner activations increased more than 53% and campaign volume increased 76% compared to the previous quarter. The grocer credits its platform’s new solutions to this growth, per the announcement.

“Meijer Media has grown tremendously over the past year, delivering in-depth measurement and advanced customer insights that are difficult to uncover from more traditional advertising platforms,” Jeff Leitch, director of Meijer Media & category marketing at Meijer, said in a statement. “Our closed-loop reporting and data on real purchase behaviors gives our partner brands a deeper understanding of their customers.”

Connecting with shoppers is vital for advertisers, and more grocers are implementing closed-loop measuring tools to meet this need.

Last September, Giant Eagle introduced closed-loop reporting capabilities to its retail media platform Leap. The tool allows brands to attribute in-store and online sales to specific points in the customer’s shopping trip.