Supermarket chain Hy-Vee has invested heavily in its digital transformation over the last two years — and its latest adoption of digital shelf tags and post-purchase offers powered by its retail media network are designed to further improve the omnichannel grocery shopping experience.
Digital Shelf Tags Improve Store Efficiency and Sustainability
Through a partnership with VusionGroup, Hy-Vee is rolling out digital shelf tags in more than 230 stores to enable real-time updates to product information, pricing and promotions. The retailer has connected VusionGroup IoT to its existing wireless access points, so no additional in-store hardware is required.
The digital shelf tags’ offer multiple benefits. Employees will spend less time making manual price tag updates and more time on replenishment, merchandising and customer service. Additionally, using the electronic shelf labels and the Vusion Cloud platform will empower the retailer to run intra-day promotions on perishable items, so it can reduce food waste and boost margins. Flashing LEDs on each electronic shelf able will support associates picking and packing online orders, alerting them of an item’s location in an aisle.
“Partnering with VusionGroup helps us streamline multiple operations in our stores and makes the labeling process significantly better for both our customers and our employees,” said Brian Young, SVP and CIO of Hy-Vee in a statement.
Post-Purchase Offers Enrich the Online Grocery Shopping Experience
Hy-Vee’s retail media network, RedMedia, also has become a significant growth channel for the retailer. After successfully rolling out in-store displays that bring dynamic brand advertising to in-store shoppers, Hy-Vee has forged a new partnership with Fluent, Inc. to further enrich its online media experience.
Consumers who shop Hy-Vee online will now be eligible to receive special post-purchase offers for products and services that go beyond the retailer’s grocery assortment. These offers will be embedded into the online checkout experience, using Fluent’s contextual modeling and data to help ensure these offers are tailored to customer needs and behaviors.
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“This partnership enables us to expand our existing retail media network to include opportunities for large-scale, non-endemic advertising,” said Britt Polihronis, RedMedia’s VP of Operations in a statement. “By utilizing Fluent’s post-purchase platform, we hope to enhance the shopping experience for our customers by providing offers on other goods and services that may interest them.”
