FoodLand Launches New Retail Media Network

Hawaii's oldest and largest grocery chain is launching a brand-new retail media network.

The partnership will integrate Foodland's first-party data with CitrusAd's relevancy algorithm, allowing brands, big and small, to engage with Foodland consumers in a more targeted approach and enhance their return on ad spend (ROAS) by leveraging data at scale.

“Foodland is committed to better shopping experiences. As a part of the GroceryOne network, we will utilize CitrusAd’s retail media platform to tailor shopping experiences for each member of our shopping community in real-time through our privacy-protected, first-party data for improved relevancy,” explained Sheryl Toda, vice president of marketing and corporate communications at Foodland. 

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Foodland will also join CitusAd’s GroceryOne hub, allowing them to connect with millions of shoppers from a single source while efficiently managing multiple media campaigns. This will enable brands and advertisers already using GroceryOne to reach Foodland’s audience in Hawaii. 

Retail media is booming within the industry and was a trending topic at RIS and CGT’s Analytics Unite Event in May.

Albertsons Media Collective called for more substantial standardization with retail media platforms in a recent white paper. Many other major retailers have launched individualized proprietary networks rather than outsourcing, including retail giants Walmart and Giant Eagle. 

Walmart's in-house platform Walmart Connect, formally Walmart Media Group, offers ample opportunities for advertisers to connect with Walmart's robust consumer network, which they claim includes 90% of U.S. households.

The platform allows them to leverage Walmart's consumer data to create targeted advertising spends online and in-store. The retailer reported that 88% of its shoppers are making purchases in-store, so it was vital for Walmart to roll out Walmart Connect through in-store integrations like in-store demos and in-store audio experiences. 

Giant Eagle launched its internally-developed retail media network, Leap Media Group, which leverages the retailer’s network of 4 million households that participate in its My Perks loyalty program. The program allows advertisers to interact with Giant Eagle shoppers on various levels, including online, TV, social media, influencer content, and within their brick-and-mortar locations.