Vallarta Supermarkets Partners with Quad/Graphics for In-Store Retail Media Capabilities

Vallarta Supermarkets is partnering with Quad/Graphics to launch in-store retail media capabilities, starting with 15 locations this summer. The partnership will include digital signage, kiosks, and banners in both English and Spanish. Vallarta aims to enhance its digital presence and engage with customers through meaningful, measurable ways. This move follows the grocer's recent tie-ups with fintech company Sezzle and food delivery services DoorDash and Uber Eats.

Vallarta Supermarkets, a prominent Latino-owned grocery chain, has announced a strategic partnership with Quad/Graphics to integrate in-store retail media capabilities. This collaboration will commence this summer with the installation of digital signage, kiosks, and banners in 15 Vallarta locations across California [1]. The initiative aims to bolster Vallarta's digital presence and engage customers in meaningful and measurable ways.

The partnership will see Quad/Graphics' In-Store Media Connect system deployed, featuring kiosks, shelf screens, freezer-aisle screens, and vertical banners. These digital displays will showcase CPG brands, local products, special promotions, and Vallarta's signature fresh, authentic foods in both English and Spanish [2]. The system is designed to enhance the shopping experience and provide brands with new opportunities to connect with high-frequency grocery shoppers at the point of purchase.

Vallarta's Chief Information Officer and Vice President of Continuous Improvement, Steve Netherton, highlighted the significance of this move, stating, "In-Store Connect gives us an effective tool to communicate our unique products and potential savings to shoppers, while opening new opportunities for brands to engage with the communities we serve in meaningful, measurable ways" [2]. Additionally, Chief Merchandising and Marketing Officer Jay Sharrock noted that the digital screens will complement Vallarta's specialty departments, creating immersive shopping experiences that foster deeper customer loyalty [2].

This latest venture follows Vallarta's recent digital expansions, including partnerships with fintech company Sezzle for a buy now, pay later program, and food delivery services DoorDash and Uber Eats. These strategic alliances underscore Vallarta's commitment to staying at the forefront of digital innovation and enhancing its customer experience [1].

Quad/Graphics, a marketing experience company, specializes in solving complex marketing challenges through its comprehensive suite of services. With this partnership, Quad/Graphics aims to expand its retail media network, providing brands with more opportunities to engage with shoppers and drive sales [3]. The company's technology-driven approach and data-driven intelligence are key to simplifying marketing complexities and delivering value to clients.

Vallarta Supermarkets, founded in 1985, operates 60 stores across California, serving over 8,000 team members. The company's mission is to provide authentic, traditional, fresh products to the community with respect and pride, celebrating the vibrant energy of Mexico and Latin America [3].

References:
[1] https://www.grocerydive.com/news/vallarta-in-store-retail-media-quad-digital-screens-latino-grocer-technology/753239/
[2] https://finance.yahoo.com/news/vallarta-launch-store-retail-media-173326801.html
[3] https://www.marketscreener.com/quote/stock/QUAD-GRAPHICS-INC-6372251/news/VALLARTA-SUPERMARKETS-JOINS-QUAD-S-IN-STORE-CONNECT-NETWORK-50514821/