Walmart is pushing into more in-store advertising to capitalize on its huge reach and chase growth in higher-margin businesses.
and others have pushed aggressively into retail media, a buzzy term used to describe marketing to shoppers based on customer data.
When done right, he said ads can enhance the experience for shoppers and lift sales. For example, he said, a customer may spring for a sound bar after learning about the product on the TV wall when walking through the electronics department. They may decide to buy a jar of salsa after seeing a video of it near the aisle of their favorite bag of chips.
He noted it's gotten harder for brands to get in front of large audiences as customers increasingly fracture into smaller groups that watch different TV shows, subscribe to different streaming services or tune in to different broadcast channels. The drugstore chain had agreed to install the screens in at least 2,500 stores across the U.S., according to the lawsuit, but Brewer squashed the rollout after visiting the stores and comparing the screens "to 'Vegas' in a derogatory way."
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