Parker’s joins retail media network

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Dive Brief:

• Parker’s Kitchen has joined the Axonet retail media network, which powers in-store media assets like digital screens and audio broadcasts that are now running campaigns at all of the chain’s 100 c-stores in Georgia and South Carolina, according to a Wednesday press release
• The partnership will let Parker’s present targeted offers to customers to improve brand visibility and drive sales for CPG partners advertising through the retail media network
• Parker’s joins EG America on Axonet’s platform, which aggregates data from multiple c-stores, helping retailers of all sizes access the benefits of retail media networks without having to develop their own.

Dive Insight:

Parker’s updated its app and website in early 2023. Now, the regional chain has added digital touchpoints to its stores that aim to put relevant offers in front of customers while adding revenue for the company

“Combined with the Parker’s Rewards program, their new [retail media network] assets, including in-store digital signage and in-store audio, give brands powerful tools to deliver more targeted, meaningful campaigns throughout shoppers’ journeys,” said Raycroft. “We are very excited to be partnering with the innovative team at Parker’s on their retail media journey.”

Experts have said that while retail media networks can appear overwhelming e, it’s important for even smaller retailers to explore the space, since these platforms can bring in incremental revenue and deliver personalized ads to customers

“The new in-store media assets are a natural extension of our brand experience and loyalty program, helping us create deeper engagement for our customers and stronger value for our supplier partners,” said Darrin Samaha, vice president of marketing for Parker’s Kitchen

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