Albertsons Doubles Down on Retail Media | Fast Five Shorts
Albertsons introduces three new retail media channels with investment matching programs, brought to you by the A&M Consumer and Retail Group, Mirakl, Ocampo Capital, Infios, and Quorso.
The grocer's Media Collective now offers organic influencers, premium in-store screens, and enhanced on-site placements, plus matching CPG investments with enterprise media dollars. Chris and Anne analyze the competitive implications and strategic hooks for competing against Amazon and Walmart's retail media dominance.
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Transcript
Albertsons has introduced three new retail media channels.
Speaker A:According to Chainstorage, the grocery conglomerates.
Speaker A:Albertsons Media Collective retail media arm is offering free limited time curated packages to participating advertisers.
Speaker A:These packages will include Albertsons matching CPG retail media investment with enterprise media dollars.
Speaker A:And in addition, the grocer is introducing three dynamic channels for advertisers.
Speaker A:They are organic influencers, premium in store screens and added on site placements.
Speaker A:Chris, what stands out to you about the Albertsons Media Collective's new media approach and channels?
Speaker B:Gosh.
Speaker B:And you know that's a really good question.
Speaker B:Like I don't know why, but for some reason I really like this, this headline.
Speaker B:I really like this story and I think it comes down to a couple things for me.
Speaker B:I'm curious what you think too.
Speaker B:You know one, I just like that it's a very easy framework for me to understand.
Speaker B:You know, I think Albertson's has done a great job of just saying like here's the three things we're going to stand behind in retail media and yeah, I like them, they make sense.
Speaker B:Would I like to see in store audio in there too?
Speaker B:Yes, selfishly I would.
Speaker B:But you know, as a start, I like that.
Speaker B:So kudos to the team there.
Speaker B:Second, I like the idea of matching dollars too.
Speaker B:I think, I think that's an interesting hook, you know, and hooks matter in marketing and hooks matter when you're competing for CPG dollars against the likes of, you know, very formidable retail media networks from the likes of Amazon and Walmart.
Speaker B:So you know, are the programs really new as, as the headline is spinning them?
Speaker B:Not really.
Speaker B:That feels like PR spin that, you know, whatever journalist picked up this story went and ran with.
Speaker B:But I do think the whole thing is moving retail media forward at Albertsons in a good direction.
Speaker B:So net net, I just find the story kind of nice and happy.
Speaker A:Yeah, I mean regardless of PR spin or not, I feel like they are taking the approach of the, the evolve or die mentality and that's what I like.
Speaker A:I love that here because it's not Albertsons just being like time after time, year after year.
Speaker A:If you want this end cap, you must invest X number of dollars in our media network.
Speaker A:They're really trying to go in and appeal to these advertisers.
Speaker A:Like the influencer matching sounds like that's a major thing that their, their customers have been looking for and that benefits all parties here.
Speaker A:I mean I think that that for me is actually one of the.
Speaker A:That and the matching are kind of the top things here.
Speaker A:That really stand out because the influencer matching will remove the strain on the CPG and marketing teams, which is a big help to them.
Speaker A:We already know they're overloaded.
Speaker A:It provides more relevant content potentially then for Albertsons consumers and for the brand's consumers.
Speaker A:And I think it, it helps Albertsons ultimately create more content overall which will help them showing up in searches and showing up on relevant platforms, whether that's know on Google or in social content.
Speaker A:So I love that part of it.
Speaker A:And I don't know Chris, like if this, this doubling the investment, like, my guess is that some of this is already happening, it's just not as talked about or there's like investments where, like if you invest this much money will match so much of it for this period of time.
Speaker A:I imagine there's, there's that kind of already happening in the negotiations.
Speaker A:But to come out as Albertsons and make a stand that you are going to do this with your best seat CBG partners, that seems like a partner I'd want to do business with.
Speaker A:So I, I think this is really smart.
Speaker A:They're not just resting on their laurels here.
Speaker A:They're really going to push it and make sure that they get the right people on their platform and they're serving them as best they can.
Speaker B:Yeah, the one I had two questions about the headline too.
Speaker B:Like just for, for maybe for Albertsons, if they're listening too.
Speaker B:And I know we're gonna try to interview some of them at grocery shop as well.
Speaker B:You know, one is like, how are you monitoring that?
Speaker B:Like, you know, like how do you keep control of the spend?
Speaker B:Like if you're gonna match every spend, like, whoa, okay, that could get pretty expensive pre.
Speaker B:So I'm curious about that.
Speaker B:And then the other thing too, I was, you know, they mentioned the social media impact and they measured it through impressions and, and, and views and I was like, okay, but that's not dollars too.
Speaker B:So I want to understand the hard facts here in terms of how this is working, but.
