Kroger Precision Marketing Announces Immersive In-Store Advertising Solution

New in-store media technology blends retail design and ad tech to engage shoppers

Kroger Precision Marketing (KPM), the retail media business of Kroger Co., today announced a new in-store digital advertising capability powered with Barrows Connected Stores' technology.

This collaboration brings to life a shopper-centric approach to in-store media. Digital screens—built into sleek, integrated fixtures—will begin appearing across select Kroger stores, offering brands the opportunity to deliver animated, high-impact content at the point of purchase. Link to video.

“At Kroger Precision Marketing, we see the physical store as one of the most underutilized platforms for brand storytelling,” said Christine Foster, SVP of Kroger Precision Marketing. “This is not about retrofitting TVs to walls. It’s about bringing inspiration into the in-store shopping experience — seamlessly and meaningfully. The result is a deeper level of omni-channel connectivity within the customer journey.”

This digital in-store platform, built by Barrows Connected Store, is designed for Kroger with technology to support campaign execution. Combined with Kroger Precision Marketing’s sales measurement, advertisers can now connect media exposure directly to business outcomes.

The custom-made digital touchpoints ensure each screen feels native to the environment. From durable hardware to creative execution, every element has been built to enhance the shopping journey while delivering real advertising impact.

“We believe the future of in-store media is immersive, dynamic, and seamlessly woven into the shopper experience,” said Brent Taylor, Global CEO at Barrows. “With Kroger Precision Marketing, we’re not just installing screens—we’re building a flexible, measurable platform that empowers brands to connect with customers in entirely new ways.”

“Families are looking for inspiration and solutions in our stores every day,” said Foster. “With this new capability, we’re helping brands reach them in a relevant way—right in our aisles.”

The new in-store digital display solution is the latest evolution in Kroger Precision Marketing’s commitment to offering advertisers a brand-building platform rooted in shopper relevance and brand impact. The retail media network supports brand growth with a full portfolio of onsite, offsite and in-store media solutions – together with consumer insights, loyalty programs, and custom research.