CINCINNATTI — Kroger Precision Marketing (KPM), the retail media arm of Kroger Co., has introduced a new in-store digital advertising experience designed to elevate brand storytelling and shopper engagement at the point of purchase.
Powered by Barrows Connected Stores’ retail technology, the platform brings animated, high-impact digital content into Kroger aisles via sleek, built-in digital screens integrated into store fixtures. The rollout marks a strategic shift in how retailers leverage the physical store environment to deliver immersive advertising.
“At Kroger Precision Marketing, we see the physical store as one of the most underutilized platforms for brand storytelling,” said Christine Foster, SVP of Kroger Precision Marketing. “This is not about retrofitting TVs to walls. It’s about bringing inspiration into the in-store shopping experience — seamlessly and meaningfully. The result is a deeper level of omni-channel connectivity within the customer journey.”
The new platform goes beyond traditional signage, offering brands a flexible, dynamic way to reach consumers during the most influential moments of the shopping trip. Each touchpoint is custom-made to align with store design, while technology from Barrows enables campaign execution and real-time adaptability.
Crucially, the system also integrates with KPM’s closed-loop measurement capabilities, allowing advertisers to link in-store media exposure directly to sales performance.
“We believe the future of in-store media is immersive, dynamic, and seamlessly woven into the shopper experience,” said Brent Taylor, Global CEO at Barrows. “With Kroger Precision Marketing, we’re not just installing screens—we’re building a flexible, measurable platform that empowers brands to connect with customers in entirely new ways.”
The initiative supports KPM’s broader mission of creating a full-funnel, omnichannel retail media network that includes onsite, offsite, and in-store solutions, supported by Kroger’s first-party data, loyalty insights, and custom research tools.
“Families are looking for inspiration and solutions in our stores every day,” said Foster. “With this new capability, we’re helping brands reach them in a relevant way—right in our aisles.”
