The Kroger Co. is expanding its retail media strategy with the launch of a new in-store digital advertising platform, developed in partnership with Barrows Connected Stores.
The system allows participating brands to deliver animated, campaign-ready content directly to shoppers via integrated digital screens.
The technology, built specifically for Kroger, complements the company’s existing Kroger Precision Marketing (KPM) network by enabling seamless, measurable brand engagement within physical stores. Initial rollouts will begin in select locations.
“At Kroger Precision Marketing, we see the physical store as one of the most underutilized platforms for brand storytelling,” said Christine Foster, SVP at KPM.
“This is about bringing inspiration into the in-store shopping experience, not just installing screens, but enhancing the omnichannel customer journey.”
KPM, launched in 2017, connects CPG brands to shoppers using data science and offers advertising across digital platforms, connected TV, and now, in-store displays.
With nearly 2,000 brands on its platform, KPM reports up to 40% sales lift and 30% household penetration lift on campaigns.
The new in-store system builds on that success, offering brands a flexible, immersive, and measurable ad solution.
Brands can use Kroger’s in-house ad tools or integrate with third-party platforms like Yahoo and The Trade Desk.
“We’re building a dynamic platform that empowers brands to connect with customers in entirely new ways,” said Brent Taylor, global CEO of Barrows.
The move marks another step in Kroger’s evolution as a retail media leader, as it brings digital innovation to its vast US store network of approximately 2,800 locations across banners such as Fred Meyer, Ralphs, Fry’s, Harris Teeter, and more.
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