Tops Markets Beefs Up Retail Media Capabilities

Lisa Johnston
Managing Editor
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Grocer Tops Friendly Markets is introducing a digital media network for suppliers, enabling them to access ad placements on its website, as well as shopper-targeted off-site ad placements across programmatic media and paid social. 

The Tops Shopper Link network, which will leverage Inmar Intelligence’s Retail Cloud solution, will provide real-time sales reporting at the UPC level.

Williamsville, NY-headquartered Tops is already an Inmar partner for shopper incentives and loyalty, through which digital promotions are integrated into supplier campaigns. This extension is expected to drive consumer and supplier engagement, as it can execute integrated programs across incentives and media.

Grocers are increasingly prioritizing their retail media capabilities so they can leverage valuable consumer data to develop more personalized experiences and drive customer loyalty. Developing personalized marketing opportunities was cited as a top-five business priority for grocery retailers in the most recent RIS Grocery Tech Trends Study

Diane Colgan, Tops SVP, touted the network's ability to help brands efficiently amplify and extend their marketing strategies across the chain's 162 stores and website for mutual sales benefits  

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