Wakefern Food Corp. is expanding its use of retail media company Freeosk’s interactive, multimedia sampling kiosks as a way to transform ordinary in-store spaces into destinations for shoppers to discover new products.
Following a successful pilot, the Keasbey-based grocery cooperative is placing units in 95 of its ShopRite and The Fresh Grocer stores, the companies said in a May 17 press release.
Considering that a majority of sales happen in-store, Freeosk co-founder, President and Chief Executive Officer Matt Eichorn believes there is “a vast opportunity for retailers to take a more comprehensive approach to retail media offerings with multisensory in-store activation.”
Currently, about 9% of U.S. retail media networks offer in-store digital media for brand campaigns, according to research from customer experience management (CXM) company Merkle.
By combining in-store sampling, merchandising and digital media into an experience that’s free to shoppers, Freeosk says a typical campaign generates a sales lift of over 50% — with 70% of buyers being new to brand (NTB) and over 20% of converted consumers repeating purchases in the future.
“Brand adoption is a key milestone on the path-to-purchase. From that moment on, you build loyalty and customer lifetime value,” Eichorn said.
He went on to say that Freeosk is thrilled to team up with Wakefern, the largest retailer-owned co-op in the country, “to help facilitate seamless in-store retail media programs … that provide clear ROI.”
“Trial lowers barriers to entry for products and expands the shopper base for brands by attracting incremental users to the category while in-store,” said Natalie Menza-Crowe, Director of Marketing and Wellness Strategy for Wakefern.
“By capturing the shopper activity, brands are provided transparent measurement and retail media opportunities to engage with emerging and renewed brand users,” she said."