Independent grocers have officially joined the Retail Media party.
Independent Grocers Alliance (IGA) partnered with digital circular firm Ideal by Design House to provide a retail media network to help indie grocery stores compete with large chains for CPG retail media dollars.
In an Ideal press release this month, the president and CEO of IGA, John Ross, said, “When brands go to invest their media dollars, there is no reason for independent retailers to be left out.”
The Ideal-IGA platform will sell on-platform and off-platform ad placements and provide co-branded advertising for CPGs and retailers. Brands will receive metrics and reports on in-store traffic, ad spend data, basket size, and category growth.
"The metrics these grocers can offer up to CPG brands can prove to be a valuable resource to brands," noted BOLD CEO Allan Peretz. "A retail media network for independent grocers means opening up the same ad revenue stream opportunities that the large retailers benefit from."
Peretz says while individual website traffic for each grocer is small, they become powerful as a network, especially when it means using the data to make off-platform web buys.
"When CPG brands can use the retailers' shopper data, display other targeted ad buys will presumably be more effective than other types of targeting like contextual or demographic."
IGA reports that its network includes stores in 43 states and 30 countries, totaling more than 60,000 locations plus distribution centers, manufacturers, vendors, and suppliers.
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