LAS VEGAS – It’s not too late for retailers to start selling advertising if they haven’t already. In many ways, being a later mover is advantageous for retailers who can benefit from the learnings of others.

“Building really strong relationships with the merchant team, the marketing teams, operations…those really strong foundation relationships will really help you with building a retail media network,” Kathryn Mazza, senior vice president of RedMedia at Hy-Vee, said in this interview at Shoptalk with Beet.TV contributor Tameka Kee.

Headquartered in Des Moines, Iowa, Hy-Vee is an employee-owned supermarket chain with more than 280 locations throughout Midwestern states including Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin.

With the launch of its media network in September 2023, the company seeks to help consumer-packaged goods brands reach shoppers whether they’re online or in stores.

“We have a broad in store offering of media products that go far beyond just your standard on-site search,” Mazza said. “We have over 10,000 premium digital screens in our stores that advertisers can launch really premium messages and reach customers while they’re in their purchase journey with extreme high purchasing intent.”

Hy-Vee also aims to differentiate its media network with robust data about its shoppers.

“Hy-Vee as a business portfolio actually has businesses in the banking industry, convenience stores, health and wellness, pharmaceuticals…so, our data is much more differentiated than classic grocer retail media networks,” Mazza said.

She said Hy-Vee’s media offerings will continue to evolve among a variety of channels and consumer touchpoints.

“Brands are going to want to tell very rich stories, both off site and onsite,” Mazza said. “We’re going to continue to see in store offerings evolve, which is why we’re really excited to be ahead of the game and always looking around the corner to be first to market with some of these premium offerings.”

You’re watching “Retail Media: Let’s Talk Shop,” a Beet.TV Leadership Series at Shoptalk 2024, presented by Epsilon. For more videos from this series, please visit this page.