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Lunchly is available at a variety of grocers, including Ralphs, Food 4 Less, Mariano鈥檚, and Kroger. It will roll out at Albertsons later this month. Know your audience: Lunchly鈥檚 website features an 鈥淯s vs Them鈥� section that snarkily portrays its packaging, flavor, and electrolyte contents as superior to Lunchables, which it refers to as 鈥渕id.鈥�

Other retailers, like Kroger, are stretching their media networks into the CTV space through partnerships with the likes of Roku. Expect more of this. The potential for closed-loop attribution.

The situation: As Kroger plows ahead with plans to merge Albertsons, the grocer faces some clear challenges. Grocery prices are stabilizing and, in some cases, falling. That makes for challenging year-over-year comps for grocers like Kroger that saw sales soar over the past year due, in part, to rising prices.

Winner: The Kroger Co. Why: Kroger offers the ability to search a vast menu of recipes on Kroger.com and add all the ingredients to your cart. 鈥淚t鈥檚 not new,鈥� our analyst Suzy Davidkhanian said. 鈥淥nce you have a preferred grocery store, then having this additional idea of the recipes that you can shop just makes it that much easier.

Our take: While Amazon Fresh is making a significant push to appeal to shoppers鈥� price sensitivities, its limited store footprint puts it at a disadvantage compared with Walmart and pure-play grocers like Kroger and Albertsons, which can use their vast store and warehouse networks to offer speedy delivery as well as fulfillment options like click-and-collect.

The Kroger Co. took our No. 1 ranking for omnichannel sales data. With 96% of transactions linked to its loyalty card, Kroger has established a best-in-class capability of measuring in-store sales and surfacing that data in campaign reporting. Kroger鈥檚 data arm鈥攏amed 84.51掳鈥攊s known for its detailed customer insights and omnichannel sales reporting.

The other companies cracking the top five鈥擟ostco Wholesale, The Kroger Co., and The Home Depot鈥攁ll benefit from in-store sales. As in-store retail media takes off, those businesses will be at an advantage. Use this chart:. Budget retail media ad spend. Evaluate wholesale retail strategy. Weigh in-store versus ecommerce. More like this:.

Go further: Listen to our podcast 鈥淩eimagining Retail: What the Kroger-Albertsons merger means for the future of retail media networks鈥� to learn more about how and why the deal came about.

US Senators Elizabeth Warren and Bob Casey asked Rodney McMullen, chairman and CEO of The Kroger Co., in a letter for clarification on the retailer's use of digital shelf labels. The letter says the tags enable Kroger or other retailers to implement dynamic pricing, which they could use to 鈥渟queeze consumers to increase profits.鈥�. The Senators asked for a response by August 20.

Kroger. Kroger is making it easier for advertisers to reach consumers without third-party cookies through a partnership with Yahoo Advertising. Customer purchasing data from the retailer鈥檚 retail media arm, Kroger Precision Marketing, can now be used directly in the Yahoo DSP, in an effort to prepare for the depreciation of legacy identifiers. 5. Warby Parker.

On one hand, a retailer like Kroger can use its first-party data to offer shoppers more personalized offers and lean into private labels. Last year, it introduced a Hispanic-inspired private label, Kroger Mercado, and this year it expects to launch more than 800 new products. On the other hand, some pandemic-era winners such as HelloFresh are struggling.

Most crucially, Amazon Prime Video reported it will introduce ads in 2024, Walmart and NBCU announced a partnership, Roku inked a deal with Best Buy, and Kroger linked up with Disney. CTV ad spending will be nearly twice what we expected for 2025.

Its share of recent digital grocery buyers is similar to Instacart鈥檚 and larger than those of leading US grocery chains like Costco Wholesale and The Kroger Co. Amazon Fresh also has a larger online audience than Whole Foods Market. The most popular method of ordering grocery products from Amazon is via the core Amazon site, using ship-to-home fulfillment.

The Kroger Co. and The Walt Disney Co. Last week, Kroger teamed up with Disney Advertising to help brands target audiences via streaming media. The partnership will launch with a beta test on Hulu鈥檚 streaming content and with PepsiCo as its first advertiser before the program rolls out to the general market in the second half of 2023. Why it matters: Hulu鈥檚 connected TV (CTV) dominance.

Large retailers like Amazon and The Kroger Co. have become their own data companies. Their owned retail media networks (RMNs) use consumers鈥� first-party data to target, deliver, and measure ad campaigns for brand partners, often incurring a significant cost. A case for RMNs in a cookieless world. Purchase data is the key to connecting marketing outputs to marketing outcomes.

Retail health clinics run by CVS Health, Walgreens, Walmart, and The Kroger Co. offer in-person and virtual care conveniently. But these one-and-done care encounters are delivered by healthcare professionals other than patients鈥� regular physicians and are often left off their medical records. Patients鈥� care journeys will become even more fragmented in 2024 as retailers invest further in healthcare.

Walmart is the largest retailer to rapidly scale its third-party sales platform, but a slew of others including Macy鈥檚, Kohl鈥檚, The Kroger Co., J.Crew, Michaels, and Lands鈥� End are leaning into the channel with varied approaches. Amazon鈥檚 powerful flywheel is the reason it will maintain its massive marketplace lead.

While retail media won鈥檛 get all of those dollars, the steady flow of CPG ad budgets to retailers like Walmart and Kroger is giving suppliers more negotiating room during price talks. Brand spending on retailers鈥� websites and in stores offers leverage when negotiating prices with suppliers, a spokesperson for Belgian supermarket Colruyt told Reuters.

Vibenomics and Stingray say their combined network, which includes Kroger, Albertsons, CVS, and Rite Aid, will give advertisers access to over 800 million monthly shoppers. With most sales coming from brick-and-mortar channels, in-store retail media allows advertisers to grow awareness and reach consumers at or close to the point of purchase.

Pacvue already works with several major retailers, including Kroger, Sam鈥檚 Club, and DoorDash, and handles over $150 million in gross merchandise value. But its new strategy speaks to both the level of competition from players like The Trade Desk and Publicis Groupe鈥檚 CitrusAd, as well as the need for a streamlined approach to retail media and ecommerce.

For example, Kroger is testing a smart shopping cart鈥攕imilar to Amazon鈥檚 Dash Cart鈥攖hat uses cameras and sensors to track what customers put in it, eliminating the need for shoppers to wait on a checkout line. Other retailers, like Nordstrom, are looking to outfit associates with smartphones capable of accepting payments so shoppers can check out anywhere in the store.

Its share of recent digital grocery buyers is similar to Instacart鈥檚 and larger than those of leading US grocery chains like Costco Wholesale and The Kroger Co. Amazon Fresh also has a larger online audience than Whole Foods Market. The most popular method of ordering grocery products from Amazon is via the core Amazon site, using ship-to-home fulfillment.

Kroger expects its RMN to grow by at least 20% this year, said CEO Rodney McMullen on an earnings call. Instacart: The grocery intermediary remains one of the largest US RMNs. Instacart鈥檚 US retail media ad revenues will hit $1.01 billion this year, up 16.1% from $0.87 billion in 2023.

Instacart recently inked a deal with NBCU to bring its first-party customer data to ads on the latter鈥檚 streaming content, and is trying to expand the reach of its Caper Carts鈥攚hich support in-store advertising鈥攚ith the help of grocers like SaveMart, Kroger, and Schnucks.

The news: Walmart and Kroger are reportedly interested in using FedNow to give customers an alternative to card payments, according to Payments Dive, which cited comments from the retailers鈥� representatives during a panel at the Faster Payments Council spring meeting. The Federal Reserve鈥檚 instant payment service will launch in July.