Ep. 9 - From Static Signs to Smart Screens | With Kevin Bridgewater

The grocery aisle just became the most precise ad channel in retail. We sit down with Kevin Bridgewater, SVP of Retail Solutions at Quad, to unpack how digital in-store media turns everyday shopping moments into measurable outcomes for brands and retailers. From replacing static signs with dynamic, context-aware screens to placing content where shoppers are “heads up,” we dig into how to attract attention without overwhelming the store experience.

Kevin explains why endemic content and thoughtful placement outperform generic signage, and how a robust CMS enables dayparting, screen-level targeting, and timely creative that meets shoppers at the moment of decision. We get practical about measurement too: using T-log data, privacy-safe loyalty IDs, and control-store benchmarking to prove sales lift, new-to-brand, and new-to-category gains. If you’ve wondered how to justify in-store spend without click-based attribution, this conversation lays out the playbook.

We also explore what mid-market grocers can do to compete with national platforms: remove CapEx barriers, run revenue share, keep infrastructure outside the firewall, and standardize creative so brands can activate quickly. Then we go beyond single items to solution selling, activating key moments like the 10 days before the Super Bowl with targeted, store-friendly content that actually moves baskets. As funding shifts from traditional trade to retail media, we share how joint business planning and simpler buying paths can keep dollars local and performance high.

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