Hy-Vee announced the launch of its Hy-Vee RedMedia network at Grocershop in Las Vegas last week. The network will connect brands with Hy-Vee's customer base across multiple platforms.
Hy-Vee RedMedia allows companies to create omnichannel marketing strategies through Hy-Vee digital platforms, in-store advertising, and brand-safe sites, according to the grocer. Clients can modify their messaging based on consumer purchasing behavior and brand preferences.
“Retail media is outpacing traditional marketing and will be a game changer in consumer marketing,” said Jason Farver, president of Hy-Vee RedMedia, in a statement. “Leveraging insights allows companies to be smarter and more strategic with their marketing dollars, while also improving the customer experience by reaching the right customer at the right time with the right product offering.”
Hy-Vee's portfolio gives brands access to insights that capture customers' lifestyle preferences. The retail media network can help brands understand the consumers they are trying to reach, and provide content that's valuable to those consumers, noted the company.
Hy-Vee reaches millions of customers each year through its diverse portfolio of services, which includes food and grocery, as well as pharmacy, dietetics, specialty health care, banking, manufacturing, construction, wine and spirits, and more. Hy-Vee also operates several digital-driven ventures including Hy-Vee Aisles Online, WholeLotta.com, VCRx.org, and RedBox Rx.
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