Following a successful pilot program, Albertsons Media Collective is aggressively expanding its digital signage network. After testing the technology in 80 stores last summer, the grocery giant – which owns Safeway, Vons, and Jewel-Osco – plans to roll out screens to 800 of its 2,200+ stores this year.
Driving Results Through “Causal Lift”
The decision to scale comes down to proven ROI. Liz Roche, VP of Media and Measurement, noted that the company has moved beyond surface-level metrics to prove incremental sales impact.
- The Methodology: Albertsons uses a sophisticated measurement framework comparing stores with digital campaigns against “control” stores with similar formats and shopping behaviors.
- The Proof Point: A campaign for Sargento Cheese Bakes (in partnership with Mondelēz) resulted in a 14% sales lift, verified by calibrating over 60 different variables to ensure the screens were the primary driver of the purchase.
- The Technology: Partnering with Stratacache, Albertsons utilizes Walkbase sensor technology to track real-time impressions, providing advertisers with a level of accountability usually reserved for online ads.
An Omnichannel Advertising Powerhouse
This expansion allows brands to sync their in-store messaging with broader digital efforts. Advertisers can now run unified campaigns across:
- In-store digital displays
- Connected TV (CTV)
- Social media video
- Off-site display ads
By treating the physical store as a “signal-rich environment,” Albertsons aims to capture the 90% of U.S. consumers who now alternate between online and in-person shopping.
The Competitive Landscape
Albertsons isn’t alone in this push. Industry leaders like Kroger and CVS Health are also expanding their screen networks. However, analysts warn that “more” isn’t always “better.”
“It needs to be deliberate and well-thought-out… retailers must ensure the overall shopper experience is elevated, not overwhelmed.” – Ross Cloyd, Director of Grocery Retail Insights, Kantar
What’s Next
Albertsons plans to prioritize its top-performing stores for the immediate rollout to provide maximum scale for its 50+ advertising partners. The long-term goal is a “silo-free” shopping experience where a customer’s journey is tracked and influenced from their living room couch to the grocery aisle.