How In-Store Advertising Works

It’s about Reach, Quality, and Performance—In That Order

I still go into the grocery store every week. And even though my grade-school kids routinely bring Kraft Mac & Cheese for lunch, I don’t think I’ve ever put that item on my grocery list. It’s probably the lowest-consideration purchase on my list: it’s shelf stable, will get eaten, and at less than $2 a box the price is always right.

The issue—at least for Kraft-Heinz—is that I often leave the store without grabbing a few boxes.

The reason: I’m not much of a center-aisle shopper and I probably didn’t make it past the pasta aisle during that trip. If I do walk through that aisle, you can guarantee I’ll grab three or four boxes. Sometimes they’re $1.79 each, other times on sale at four for $5. It doesn’t make much of a difference to me.

How might my behavior change if—instead of relying on me to remember to get Kraft Mac & Cheese—the brand gives me a helpful nudge when it matters most?

That’s what in-store retail media promises to do.