As brick-and-mortar shopping continues to represent the vast majority of retail sales, consumer packaged goods (CPG) brands are shifting their focus to the physical store floor. The rise of physical retail media networks (RMNs) has transformed traditional supermarket aisles into highly measurable, programmatic digital out-of-home (DOOH) environments. By placing dynamic digital screens, smart carts, and checkout displays directly at the point of purchase, these platforms allow advertisers to influence shopping decisions in real time.
Walmart Connect
Walmart Connect leverages its massive physical footprint of over 4,700 U.S. stores to offer CPG brands unparalleled in-store DOOH opportunities. Through its expansive TV Wall network, self-checkout screens, and in-store digital audio, Walmart Connect enables brands to reach up to 150 million weekly shoppers right at the point of purchase. The network bridges the digital and physical divide by linking in-store ad exposure directly to first-party sales data, proving its effectiveness with measurable conversion lifts. Walmart has also expanded its capabilities globally, recently rolling out advanced audience intelligence sensors in hundreds of Mexican Supercenters to enable real-time programmatic targeting.
Kroger Precision Marketing
Driven by the advanced retail data science of 84.51°, Kroger Precision Marketing has built a highly sophisticated in-store digital advertising ecosystem. In partnership with Barrows Connected Stores, the network features immersive, context-aware digital screens, including LCD video walls over shopping carts and screens integrated directly into endcaps and cooler doors. This setup allows CPG brands to deliver animated, localized storytelling that dynamically changes based on inventory levels, weather, or time of day. With its closed-loop measurement, Kroger ties in-store ad exposure back to verified household purchase data, ensuring that brands can clearly track incremental sales lift and household penetration.
Albertsons Media Collective
As one of the fastest-growing in-store media channels, Albertsons Media Collective has rapidly scaled its digital display network across hundreds of Safeway, Vons, and Jewel-Osco locations. In partnership with digital signage provider Stratacache, the network features large-format premium screens located at high-traffic touchpoints like store entrances and produce departments to maximize dwell time. By utilizing Albertsons’ robust first-party loyalty data, CPG advertisers can deploy highly targeted, localized campaigns that align with broader CTV, offsite display, and social video initiatives. The Collective’s standardized measurement framework provides direct sales attribution and verified proof of play, removing the guesswork from brick-and-mortar DOOH campaigns.
Blindspot
For CPG brands looking for maximum flexibility without the high spend minimums or managed-service contracts of single-retailer networks, Blindspot offers a powerful programmatic solution. The platform provides self-serve access to over 2.5 million digital screens across 50 countries, including in-store displays in grocery chains, convenience stores, pharmacies, and surrounding shopping malls. Advertisers can launch context-aware campaigns in as little as 15 minutes, using dynamic triggers like local weather, traffic conditions, and time of day to swap creatives in real time. While it may not be the ideal fit for major enterprises requiring bespoke, direct DSP integrations with a single retailer’s exclusive loyalty stack, Blindspot serves as an agile, low-barrier entry point for executing multi-retailer DOOH campaigns with robust attribution on foot traffic, web lift, and physical sales.
Instacart
Expanding beyond the digital shelf, Instacart has revolutionized physical grocery aisles by introducing shoppable display ads directly onto its AI-powered Caper Carts. These smart carts feature interactive digital touchscreens that are fully aisle- and inventory-aware, displaying personalized recommendations and dynamic coupons to shoppers as they navigate the store. CPG brands can extend their online Instacart Marketplace campaigns to these physical carts with zero additional creative lift, reaching shoppers at the exact moment they are placing items into their baskets. Currently trialed and deployed across chains like Kroger, Sobeys, Schnucks, and Morrisons, this connected technology bridges online search intent with physical checkout convenience.
Final Thoughts
The digitization of physical retail space is bridging the gap between digital precision and real-world shopping experiences. By leveraging in-store DOOH screens and connected checkout networks, CPG brands can capture shopper attention when buying intent is highest. Selecting the right platform depends on whether a brand requires a single-retailer deep-data integration or a flexible, multi-retailer programmatic reach.
Frequently Asked Questions
How do in-store DOOH screens measure campaign performance and sales lift?
Most mature retail media networks utilize closed-loop attribution to measure performance by matching the exact time and location an ad was played with first-party loyalty card transaction data. This allows brands to track incremental sales, household penetration, and purchase intent compared to unexposed control groups.
What is the difference between traditional DOOH and in-store retail media?
While traditional DOOH focuses on broad awareness using external digital billboards, in-store retail media uses the retailer’s first-party audience data to target shoppers inside the store. In-store screens are context-aware, aisle-specific, and positioned directly at the point of purchase where immediate buying decisions are made.
Can mid-market CPG brands access in-store DOOH without committing to massive enterprise budgets?
Yes, while large retail media networks like Walmart Connect and Roundel often require high managed-service spend minimums, programmatic platforms like Blindspot offer self-serve access to retail screens without contracts. This allows smaller brands to launch localized, flexible campaigns with minimal budgets.
How do smart carts like Instacart’s Caper Carts handle ad targeting in real time?
Smart carts use built-in sensors, weight scales, and computer vision to identify what items are placed inside the basket in real time. Combined with location-aware technology, the cart’s screen displays personalized product recommendations, dynamic coupons, and complementary item suggestions as the shopper walks down specific aisles.