Hy-Vee deploys digital signs as part of retail media network

Dan Berthiaume
Senior Editor, Technology
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Hy-Vee in-store Samsung signage
Hy-Vee is deploying in-store signage as part of its RedMedia network.

Regional Midwest grocery/convenience chain Hy-Vee Inc. is enabling its advertising partners to reach customers via in-store signs.

Hy-Vee, which recently rolled out its RedMedia full-scale retail media network, is displaying the new Samsung VXT Content Management System (CMS) for digital signage as part of the network deployment. The cloud-native digital signage solution integrates content management and remote device management capabilities that enables Hy-Vee to control and secure its display network in real time.

Leveraging the VXT CMS, Hy-Vee intends to let advertisers participating in RedMedia launch dynamic displays that engage shoppers in brick-and-mortar retail locations, while also driving new revenue streams.

Specifically, Hy-Vee will use the VXT CMS to manage a network of over 10,000 Samsung QBR-Series commercial displays installed in aisles, deli, meat and seafood counters, wine and spirits departments, and food courts in all its grocery store locations as well as Hy-Vee Fast & Fresh convenience locations.

These displays deliver a dynamic mix of in-house content, including live cooking demos, promotions, recipes, product pairings, company announcements and menu boards, to shoppers. Hy-Vee’s is integrating its RedMedia digital signage network and the VXT CMS in partnership with Samsung Ads, the advertising division of Samsung Electronics, as one customized program that provides advertisers with in-store digital inventory in combination with connected TV (CTV).

RedMedia enables advertisers to reach shoppers through Hy-Vee digital platforms, in-store advertising (also including in-store audio supported by Vibenomics), and brand-safe sites. Participating brands can then hone their messaging based on purchasing behavior and brand preferences, creating a personalized shopping experience for customers.

”Hy-Vee’s RedMedia provides a best-in-class solution for suppliers and their brands,” said Jason Farver, president of RedMedia. “We pride ourselves on our excellent customer service and ability to allow companies to reach specific consumers across various channels so they can create an omnichannel marketing strategy via Hy-Vee’s in-store marketing, loyalty programs and events.”

“Samsung is helping businesses unlock the full potential of their digital signage networks with high-impact content that delivers brand messaging all while enhancing the customer experience,” said James Fishler, senior VP, Display & Home Entertainment Divisions, Samsung Electronics America. “We developed the VXT CMS to help companies quickly deploy content at scale, with new levels of creative and technical control. For retailers like Hy-Vee, in-store media can help maximize the revenue-generating potential of display technology – in high-traffic areas and at the end-of-aisle.”

Headquartered in West Des Moines, Iowa, Hy-Vee Inc. is an employee-owned corporation operating more than 280 retail stores across eight Midwestern states – Iowa, Illinois, Missouri, Kansas, Nebraska, South Dakota, Minnesota and Wisconsin.