Triggering In-Store Beverage Purchases Without Price Discounts

Challenge

In categories where shelf space is crowded and product differentiation can be subtle—such as beverage aisles and single-serve coolers—it can be difficult for brands to capture shopper attention without relying on promotions or price cuts. A regional grocer set out to drive incremental beverage sales by enhancing in-store visibility and engagement.

Solution

The retailer partnered with several beverage suppliers to launch synchronized, digital point-of-purchase campaigns using In-Store Retail Media Rails. Customized content was deployed directly at the shelf and cooler, automatically and on schedule, to highlight unique product attributes, encourage cross-selling, and position premium selections more effectively.

Results

The approach delivered strong results: featured soft drinks in the cooler saw a 90% increase in sales, in-aisle premium beer grew 30%, and select higher-priced wines experienced a 17% lift—even as adjacent, lower-priced options declined.