News Briefs


Kroger Expands Access to On-Site Ad Inventory


Kroger Precision Marketing (KPM), Kroger’s retail media business powered by 84.51, has expanded access to its on-site advertising inventory with new partnerships. Advertisers may now use one of three preferred advertising management platforms to buy product listing ads on Kroger’s e-commerce sites. Pacvue, Skai and Flywheel Digital are the inaugural platforms with access to the application programming interface (API), according to a news release from the retailer.

The new capability aims to make it easier for brands and agencies to manage on-site Kroger search campaigns through popular platforms used to manage media with other retailers. KPM’s retail media service also offers closed-loop advertising measurement by matching household ad exposure to actual purchases at Kroger.

Nearly 2,000 brands use KPM product listing ads to reach in-market shoppers on Kroger e-commerce sites. These placements inspire purchase at the digital shelf where product visibility is constrained by small screen sizes, according to the release. Product listing ads are also important for brand growth with 38% of clicks coming from households that are new to a brand, according to 2021 internal research from 84.51.

“Our data science creates an easier shopping experience – while also empowering shoppers to discover new products. This new capability makes it easier for brands to influence the millions of daily product searches happening on Kroger sites,” said Michael Schuh, vice president of product strategy & innovation at KPM, in the release. “With shopping routines under disruption, it is more important than ever for us to help brands be seen in the digital aisle.”

GroupM, WPP’s media investment group, is an early partner of KPM to test the capability.


BP to Pilot Touchless Checkout Tech


BP will roll out touchless checkout technology at four ampm stores in Northern California with Mashgin's artificial intelligence (AI) self-checkout system. Part of a move to modernize the convenience store experience, the system uses computer vision to scan items for purchase instantly.

This is BP’s most recent step to nearly double earnings from its global convenience and mobility business by 2030 from around $5 billion in 2019, according to a news release from the retailer.

BP will test Mashgin's self-checkout technology at ampm stores in the Bay Area between April and June before the retailer explores options to roll it out wider.


Frank Mayer Weighs in on Self-Service

Within the last few years, the buying experience has undergone incredible change. As consumer needs have evolved, the ways in which businesses respond to those needs have evolved as well. And as Frank Mayer’s Cheryl Lesniak writes, self-service has made its way into the spotlight, and it’s not going anywhere. But what can be attributed to the rise of self-service? In a Frank Mayer blog, Lesniak details the reasons behind the rise, and why the technology is here to stay.


With/Agency Rebrands Visual Identity


With/agency has introduced a new visual identity and logo to reflect its repositioning as a brand partner agency and capture its mission “to unite people and possibilities to create sustainable brand relationships,” according to a news release. The agency’s new logo uses bold letterforms that interconnect and lean into each other, while rounded corners and varying widths and spacing aims to evoke the “organic and authentic flow of human handwriting,” per the release. The new visual identity includes a color palette inspired by nature including earthy tones.

The rebranding coincides with With/agency’s 10th anniversary as a certified woman-owned firm. Founded in 2012, the agency spent a decade refining a proprietary “Brand Unification Process” that brings together business strategy and brand strategy to help clients identify pain points, work through modern challenges and create a stronger enterprise. To support its long-term growth, With/agency is also working on a new headquarters office space called The Union in Atlanta’s Brookhaven neighborhood that will open in the fall of 2022.


Circle K Launches Spring Campaign for Lottery Players

circle K

Convenience store chain Circle K and Jackpocket, a third-party mobile app in the U.S. that provides a secure way to order official state lottery tickets, have extended their partnership to offer exclusive perks for lottery players and Circle K shoppers.

The partners are kicking off a spring campaign at more than 1,650 Circle K and Holiday stores in Ohio, Texas, Colorado, Minnesota, Arkansas, New Hamshire and New York, according to a news release from Jackpocket.

The campaign enables Circle K shoppers and team members to claim $5 off their first lottery ticket in the Jackpocket mobile app using promo code “CKJP” at checkout. Jackpocket app users can also unlock special deals at Circle K stores. The retailer will promote the exclusive Jackpocket offer across a variety of Circle K touchpoints, including in-store, email and in the Circle K rewards app.

"We're proud of our continued partnership with Jackpocket," said Melissa Lessard, the head of North American marketing at Circle K, in the release. "Providing a simple, exclusive and convenient way to order official state lottery tickets with just the tap of a button is a great way to engage our customers and make their lives a little easier every day."


Volta Charging Stalls Coming to Tanger Outlets


Volta Inc. and Tanger Factory Outlet Centers, a real estate investment trust that operates 36 open-air outlet centers, plan to install charging stations at Tanger locations in nine markets throughout the U.S. The move taps in to two new geographies for Volta and expanding reach in others, according to a news release from the San Francisco-based developer. The partnership is expected to grow in the coming months.

Volta's deployment plan will provide shoppers with access to a mix of direct current (DC), fast-charging electric vehicle (EV) and level two (L2) stalls tailored to Tanger shopper characteristics. Volta operates a nationwide network of EV chargers incorporating large-format digital displays that double as a digital out-of-home (DOOH) advertising opportunity. Volta installs these location-based media stations in high-traffic retail locations, including Albertsons Cos. and Whole Foods Market locations, and partners with advertisers to sponsor the service. Tanger will leverage this media functionality nationally, regionally and locally as part of its omnichannel marketing partnerships strategy.

“Our partnership with Volta will provide our customers with a high-value service as they shop while helping our retail partners attract new, loyal shoppers who are in search of a convenient charge,” said Leslie Swanson, chief operating officer of Tanger, in the release. “It will also allow our media partners to capitalize on Volta's unique, eye-catching and sustainable ad platform, further elevating how customers view, shop and connect with Tanger's brands."