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Grocers Activate New Omni Platforms

Industry players seek features rivaling major chains

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Kroger and Hy-Vee have unveiled their latest omnichannel updates.

The two major grocers have rolled out new omnichannel retail media updates in the latest shift by grocers to adopt membership models for delivery. It’s the latest development in the grocery industry’s push toward direct delivery services to maintain and grow their customer base in a highly competitive market dominated by other major retailers like Walmart and Amazon.

Kroger’s focus keys on enhancing its delivery services through its Boost membership program. With over half of Kroger's delivery business coming from Boost members, the grocer is adding new features to Boost.

Hy-Vee has launched its omnichannel retail media network, RedMedia. This platform is designed to create connections between brands and Hy-Vee’s customer base across various channels, both online and in-store.

The rollout of RedMedia and the new Boost features continue a broader trend where grocers are supplementing their revenue with ad sales, leveraging retail media to enhance consumer marketing and strategic use of marketing dollars. Both Kroger and Hy-Vee's strategies reflect a larger shift in the grocery sector towards omnichannel engagement.

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