Retail Media
Retail media is advertising that brands buy on a retailer's own channels, such as its website, app, emails or in-store screens. In grocery, suppliers pay for visibility through sponsored product placements, category banners or featured offers, reaching shoppers at the moment they are deciding what to buy.
Why it matters
Grocery margins are thin, so retail media can add income that does not depend on selling more units. It needs care: sponsored placements should stay relevant, respect stock availability and be clearly labeled, so shoppers keep trusting search results. Retailers also need reliable reporting to show suppliers what their spend achieved. Wave Grocery's loyalty software lets retailers feature partner brands' coupons and promotions and track customer engagement with them.