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USA: BJ’s expands in-store digital advertising screens for new category

Discount Retail Chain BJ’s Wholesale Club is introducing interactive advertising screens within aisles, complementing the digital end caps already present in its stores.


The retailer is expanding its deployment of the Looma in-store digital platform.  BJ’s members will now receive personalized wine and cocktail suggestions directly at the shelf in all clubs featuring beer, wine, and liquor sections. BJ’s aims to enhance members' wine and liquor discovery and simplify purchasing decisions by utilizing the digital advertising screens. 


"End cap and in-aisle screens are much more challenging to implement and demand close collaboration with merchandising and operations teams," said Cole Johnson, founder & CEO of Looma. "Without these, in-store media merely becomes billboards: the true potential to engage shoppers, build brands, and fulfill the promise of in-store media lies in integrating digital touchpoints into the core of the store, on end caps and within aisles."


Looma's technology allows for remote content management, digitizes end cap and other space planning, and offers comprehensive performance measurement. The content on Looma’s network is produced or edited by a global network of independent filmmakers, editors, and creators specializing in point-of-decision content.


"There's significant momentum in in-store retail media currently, but much of it focuses on applying a digital advertising framework to the physical world," Johnson said. "In-store media requires different ad tech and content. BJ's recognizes the importance of both and has been an outstanding partner in crafting member-centric experiences, helping to set a higher standard for in-store engagement."





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