Meijer Invests in Retail Media Network

Meijer announced today it has introduced closed-loop measurement for display advertising both onsite and offsite through its retail media network, Meijer Media. The technology provides brand partners better visibility to sales impact through Meijer Media campaigns with first-party data, according to the retailer.

The company now offers enhanced capabilities to customize customer messaging and deliver targeted content onsite, in-app, offsite, or on social media. Additionally, Meijer has expanded its ability to measure closed-loop marketing performance through onsite display via Google Advertising Manager and offsite display via DV360, a Google Marketing service.

“Meijer Media has grown tremendously over the past year, delivering in-depth measurement and advanced customer insights that are difficult to uncover from more traditional advertising platforms,” said Jeff Leitch, director of Meijer media and category marketing at Meijer, in a statement. “Our closed-loop reporting and data on real purchase behaviors gives our partner brands a deeper understanding of their customers.”

With Meijer Media, brands have access to direct transaction data, enabling them to connect with millions of Meijer customers across the Midwest. Brands also have access to an expanded set of channels, allowing the service to deepen customer relationships and drive a more personalized experience.

“When brands partner with Meijer Media, they are connected with our dedicated, best-in-class team of merchants, marketers, and media buyers, who bring robust digital capabilities and superior delivery for every campaign,” said Derek Steele, group VP of customer strategy and marketing at Meijer, in a statement.

Due in part to its new solutions, Meijer Media Q1 FY24 partner activations have increased more than 53 percent and campaign volume increased 76 percent, compared to the retailer’s Q4 FY23 average, according to Meijer.