How is Albertsons investing in in-store ad placements?
It’s a massive media channel when you consider the number of customers that come through our doors and our opportunity to share product news with them, as well as non-endemic news. No reason why you can’t advertise a Disney vacation in the sunscreen aisle, but the complexity does sit in the wiring of the stores: The ad serving to different formatted channels. But how do you measure it? It is a great opportunity, but it is wildly complex, and the capital investment to eliminate the complexity is the thing that I think we’re all trying to figure out right now. And some people talk about that as retail 3.0, but I think it’ll be the retail expansion if and when we can figure it out. We have yet to find a singular solution other than what we built into our apps so that it’s carried around in our customers’ hands.
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