Wednesday, January 26, 2022

Hy-Vee Talking Success


Hy-Vee is elevating it branded messaging too drive top-line sales and bottom-line profits the old fashion way but with a twist that they hope with drive new electricity into it brand. Once again, a larger food chain retailers is leveraging a partnership to drive success. How is your brand building new electricity?

According to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®, “Brand relevance is in part driven with innovation in new menu related products in combination with new avenues of distribution all of which are the platform for the new electricity.”

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, free food / sampling, talking, beer, developing brands, unique urban clothing, grocerant positioning, Fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, full flavored and fresh, with differentiation that is familiar not completely different according to Johnson.

In a Battle for Share of Stomach

You Can Win

The new partnership is strategically targeting customers at the point of purchase, Hy-Vee has agreed to a multiyear partnership with Vibenomics Inc., a location-based audio out-of-home (AOOH) advertising and audio experience company to elevate its brands relevance. 

So, just what does that mean talking to consumers? Vibenomics broadcasts hyper targeted on-demand audio advertisements and curated playlists, delivered through flexible plug-and-play, proprietary Internet of Things (IoT)-enabled media players.

That said, they can do it within any combination of locations across its swiftly growing national footprint, unlocking a powerful new shopper marketing channel for reaching consumers during the critical final footsteps along the path to purchase.

Through a first-of-its-kind partner program, retailers can receive a portion of revenue for all advertisements sold by Vibenomics that play within their locations, giving them the ability to monetize their private airwaves and transform a legacy expense into a new profit center. Think about this, building your brand, while reducing the cost to do so.  Don’t you just love the retail foodservices evolving business model?

Beginning Feb. 15, Vibenomics will bring targeted, specialized music and messaging into more than 400 Hy-Vee locations across the grocer’s eight-state region. Vibenomics will work closely with Hy-Vee to determine which categories of advertisers, brands or specific products to promote on its airwaves while considering the type of shopper experience it strives to deliver.

Brent Oakley, CEO at Fishers, Ind.-based Vibenomics, stated, “We’re thrilled to continue building our retail media presence by partnering with Hy-Vee, an innovative grocer who sees the potential of monetizing their audio with Vibenomics,” ... “As a company, we’re evangelizing AOOH’s value and partnering with retailers like Hy-Vee to incorporate media capable of creating memorable shopping experiences.”

Get this, Vibenomics has made significant strides in owning the programmatic AOOH, reaching up to 63% of the total U.S. shopper population. The company recently partnered with Vistar Media to expand The Trade Desk’s omnichannel demand-side platform to support AOOH. Vibenomics also has an ongoing ongoing relationship with Kroger at more than 2,500 locations nationwide.

But that’s not all, with its cloud-based technology, licensed background music library, data integration capabilities, full-service team of audio experience experts, and network of on-demand professional voice talent, Vibenomics provides the right revenue-enhancing vibe for 150-plus advertisers in more than 6,000 locations across 49 states, reaching more than 210 million people.

Don’t over reach. Are you ready for some fresh ideations? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization?  Email us at: or visit us on our social media sites by clicking the following links: Facebook,  LinkedIn, or Twitter

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