Hy-Vee, a major supermarket chain operating in nine Midwestern states, has announced the integration of its RedMedia retail media division into the Rippl network, a leading consortium of regional grocers and convenience stores across the United States managed by Bridg, a Cardlytics company. This strategic alliance is designed to elevate both the capability and scope of Hy-Vee’s retail media offerings by tapping into Rippl’s robust, technology-driven platform. As a result of the partnership, more than 285 Hy-Vee stores become part of the Rippl network, connecting them to a wider range of retailers, brands, and non-endemic partners interested in reaching a diverse spectrum of grocery shoppers.
Rippl, powered by solutions from Bridg, will enable Hy-Vee’s RedMedia to further enrich its collection of first-party customer data a move that will enhance its ability to offer precise, targeted marketing opportunities. The collaboration also lays the groundwork for expanding RedMedia’s off-site advertising services and for deepening interactions between shoppers, brands, and advertisers. According to Bridg’s General Manager Enrique Muñoz Torres, this is an important step in the evolution of retail media: “We are delighted to welcome Hy-Vee and its growing retail media network, which further strengthens Rippl and provides advertisers and agencies with even greater reach and access to shopper audiences.”
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In recent years, Hy-Vee’s RedMedia has been steadily building its footprint in the retail media space, reflecting a broader shift among regional grocers towards collaborative, unified advertising solutions that leverage aggregated consumer data. Such initiatives are increasingly recognized as crucial for boosting both customer engagement and the effectiveness of brand campaigns.
Kathryn Mazza, President of RedMedia and Chief Marketing Officer at Hy-Vee, emphasized the unique value the partnership creates, noting that RedMedia is now better positioned to optimize brand performance and extend marketing impact across Hy-Vee’s varied customer demographic. She highlighted how the new collaboration with Rippl would provide brand suppliers with a high-caliber set of tools to reach shoppers at the very points where they are making purchasing decisions, effectively bridging the gap between brands and consumers in-store and online.
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The partnership stands as a testament to the growing importance of integrated retail media networks and demonstrates how regional supermarket chains like Hy-Vee are embracing next-generation technology partnerships to remain competitive and relevant in a rapidly evolving retail landscape.
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