Save Mart Bets on In-Store Retail Media

The Save Mart Cos., which operates nearly 200 stores under grocery chains Save Mart, Lucky and FoodMaxx in California and Western Nevada, has expanded its existing partnership with Quad/Graphics to bring more retail media touchpoints to stores through the marketing Quad's latest solution, In-Store Connect.

The launch of Quad’s latest offering marks the company’s entry into the growing space of retail media networks, with eMarketer predicting omnichannel ad spend to reach over $100 billion by 2027.

In-Store Connect positions digital screens and kiosks throughout the store, providing retailers and CPG brands more opportunities to deliver relevant promotions, share key product information and connect adjacent product options to shoppers right at the store shelf, according to a media release. 

[Also Read: Keys to Winning With In-Store Retail Media]

The initial rollout with Save Mart will integrate digital commerce/retail media into Save Mart’s existing in-store infrastructure in the form of digital kiosks, endcaps, shelf screens and vertical banners/ad space. 

Save Mart is the first retailer partner to deploy Quad’s “specialized digital sign technology” with an initial 15-store rollout across its three banners. Upon successful completion of the inaugural phase, the retailer plans to expand the platform to its remaining 179 stores in California and Nevada.

Additionally, Quad said in its latest earnings report for Q1 (ended March 31 and released on April 30) that it’s in talks to launch In-Store Connect with several other retailers.

“Physical stores continue to account for the vast majority of retail sales, especially for grocers,” Kevin Bridgewater, senior vice president of strategic retail initiatives for Quad, said in the release. 

Quad said it will work closely with Save Mart and its vendor partners to create and deliver real-time promotions and product information to shoppers throughout the customer journey.

“The in-store experience is rapidly evolving, and In-Store Connect allows us to create an engaging, dynamic environment tailored to the location and time of day the shopper is moving throughout the store,” added Tamara Pattison, senior vice president and chief digital officer of The Save Mart Cos.

Quad said the platform advances the in-store shopping experience by repurposing the best elements of digital commerce for the physical environment.

In 2021, Save Mart made its entry into the retail media game through a partnership with Swiftly, which initially gave brand partners access to dynamic ad placements, targeted content, sponsored searches and product recommendations.

[Also Read: Save Mart Revamps Chain Websites With More Ad Opportunities] 

In related news, in February, Quad acquired Dart Innovations, a North Carolina-based in-store digital media solutions provider, as part of its “ongoing commitment to innovation and product development,” the company said in a statement at the time. The investment has expanded Quad's capabilities and provides the technology infrastructure for the partnership with Save Mart. In its latest earnings report, Quad noted that these recent actions bolster Quad’s “ongoing and focused expansion of its data, media and in-store offerings.”