Walgreens Shifts In-Store Media Strategy
At P2PI’s Retail Media Summit in May, Vestcom revealed that Walgreens Advertising Group (WAG) will be transitioning its shelf talkers/blades business to Vestcom as part of its at-shelf media strategy.
Vestcom, which already supplies Walgreens’ promotional price labels, will offer branded media signage at the shelf — giving CPG partners another retail media touchpoint at the drug chain.
Walgreens has long worked with Neptune Retail Solutions (formerly News America Marketing) to provide shelf talkers/blades through its SmartSource advertising program. That business will transition to Vestcom starting September 1, 2025.
Vestcom’s solutions incorporate QR codes and interactive functionality, helping bridge physical and digital touchpoints. These upgrades are part of a broader omnichannel approach designed to connect upper-funnel brand messaging with the in-store moment of truth — a strategy that brands such as Colgate-Palmolive are embracing.
In a session at the summit titled “Unlocking the Potential of In-Store Media in a Connected World,” Andrew Bracht, senior manager of omni customer marketing — value, drug, grocery lead at Colgate-Palmolive, and Shock Torem, SVP of media solutions at Vestcom, emphasized the importance of a holistic in-store media strategy — one that integrates merchandising and media, brand and shopper, digital and physical.
Bracht emphasized that in-store media should no longer be viewed merely as a promotional tactic but as an essential component of a full-funnel brand-building effort — engaging shoppers at the critical point of purchase.
Colgate-Palmolive is investing in digital tools and retail media networks such as WAG and Dollar General to unify online and offline experiences. One example includes using QR codes on shelf tags to drive shoppers to digital and personalized content, expanding the brand’s ability to tell its story beyond the shelf.
