Meijer Case Study

Digital Out of Home Gets Local

 

Meijer Taps Search to Customize Local Market Messages

Meijer, a Grand Rapids, Mich.-based retailer that operates 197 supercenters and grocery stores throughout Michigan, Ohio, Indiana, Illinois, and Kentucky, tapped into local search queries online to customize its offline messaging to customers.

An industry first, Meijer worked with partners including Empower MediaMarketing to dynamically feed online circular products to individual digital boards based on the popularity of products within a specific board’s
immediate area. If locals on the east side of town were looking for bread, and it was on sale, the relevant boards served up bread. If locals on the west side of town were looking for umbrellas and they were on sale, the relevant boards served up umbrellas.

Imagine the relevancy to a consumer who just researched the price of perennials online before heading to the store and, as she drives through her neighborhood, it rotates in a sale message for perennials at Meijer. Expect to see more of this type of messaging as brands bring their content management partners into the client-agency-vendor mix. It’s away to micro-localize messages to help generate sales.

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