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ShopRite is expanding its partnership with Grocery TV to add the platform’s retail media network to select in-store pharmacies.

In an Aug. 13 announcement, the Austin, Texas-headquartered software company said the digital pharmacy solution will be rolled out to several retailers it works with, including Keasbey-based Wakefern Food Corp. banner ShopRite.

Similar to the capabilities Grocery TV has up and running at grocery store checkout lanes, the pharmacy-specific technology will provide the department and ShopRite’s brand partners with retailer messaging, health & wellness content and relevant brand advertising.

ShopRite also expects to use it to promote prescription savings programs, as well as disseminate information about the pharmacy and other health-related offerings to customers.

After noting that pharmacies tend to have higher dwell times than other store departments, Grocery TV founder and Chief Operating Officer Don Oelke said the area gives retailers and brand advertisers “a valuable touchpoint with customers, especially for health care, pharma and fitness-focused products or services.”

“Many of the supermarkets in our network have pharmacies, so it was a natural next step to provide a tailored, in-store retail media experience for that part of the store,” he said.

Grocery TV powers nearly 5,000 supermarkets across the nation, making it the leading in-store retail media platform. Besides ShopRite – which has more than 300 stores across the Northeast – the company works with chains including Winn-Dixie and Smart & Final.

“ShopRite Pharmacy is excited to be expanding the in-store retail media network into the pharmacy area with Grocery TV,” said Darren Caudill, chief sales officer at Wakefern. “They’ve streamlined the process of adding new touchpoints in our stores, and made it simple for us to manage our in-store messaging through their content management system so that we can deliver important information to our ShopRite Pharmacy customers.”

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