Dive Brief:
- ShopRite is adding Grocery TV’s in-store retail media network to select store pharmacies, according to a Tuesday announcement.
- The partnership provides the pharmacy department and ShopRite’s brand partners with retailer messaging, health and wellness content and relevant brand advertising.
- Third-party retail media partnerships are growing among grocers as they look to further in-store retail media capabilities that drive purchases and a personalized shopping experience for customers.
Dive Insight:
ShopRite is one of several retailers using Grocery TV’s new in-store digital pharmacy solution, according to the announcement.
Messaging and advertisements will target shoppers waiting in line at an in-store pharmacy, pushing health-related information in real time. The technology is similar to capabilities Grocery TV has up and running at grocery stores’ checkout lanes, the press release noted.
“For both retailers and brand advertisers, pharmacy represents a valuable touchpoint with customers, especially for healthcare, pharma, and fitness-focused products or services,” Don Oelke, COO and co-founder at Grocery TV, said in a statement.
The announcement added that pharmacies have higher dwell times than other store departments, giving retailers and CPG partners more opportunity to launch ad campaigns and other messaging.
ShopRite can use Grocery TV’s in-store retail media network to promote prescription savings programs, provide pharmacy information and promote health-related offerings, the announcement noted.
In-store capabilities have been a cornerstone for retail media growth in the grocery industry throughout this year, with grocers incorporating a variety of new technologies, — like television screens — to promote products, offers and more.
The partnership marks Grocery TV’s debut into pharmacy, according to the press release. Grocery TV did not specify how many ShopRite stores are using its in-store retail media options at its pharmacies nor how many other retailers are using its in-store digital pharmacy solution.
Back in April 2023, ShopRite rolled out Grocery TV’s new 32-inch video displays at an unspecified number of ShopRite locations in the New York City region.
Earlier this year, Grocery TV partnered with Harps Food Stores, bringing its digital displays to 145 of the regional grocer’s locations.
