Hy-Vee Launches New Kind of Retail Media Network; Jason Farver Shares
WEST DES MOINES, IA - Hy-Vee is aiming to cement its foothold as a disruptor in the retail media space. The chain recently rolled out its full-scale retail media network at Groceryshop 2023: Hy-Vee RedMedia. The platform will connect brands directly with a robust and diverse customer base across multiple channels.
“Retail media is outpacing traditional marketing and will be a game changer in consumer marketing,” said Jason Farver, President of Hy-Vee RedMedia. “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.”
A press release explained that Hy-Vee RedMedia allows companies to reach specific consumers across multiple channels to create robust omnichannel marketing strategies through digital platforms, in-store advertising, and brand-safe sites. Clients can then hone their messaging based on purchasing behavior and brand preferences.
Hy-Vee's broad business portfolio gives brands access to insights that expand beyond simple demographics and wide-ranging buying behaviors, putting Hy-Vee in a unique position to provide information that better illustrates lifestyle preferences. Hy-Vee RedMedia can give brands a deep understanding of the consumers they are trying to reach, and in return provide content that's valuable to those consumers.
For more about Hy-Vee, check out the press release here.
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