According to Sean Barrett, chief marketing officer at Albertsons Cos, the grocer wants value-seeking, time-strapped consumers to be able to shop its stores and feel like they’ve made a good decision in doing so. “Retail media, and commerce marketing in general, plays a really important role to interrupt and lead that shopper with great value, great offerings, a great message that makes them feel like a smart shopper buying your brand on that shopping trip, as well as delivering them a personalized offer, for instance, so they can get great value on your product in the place that they prefer to shop, the place that they primarily shop.” When it comes to the value equation of “what you pay is what you get,” Barrett asserted that Albertsons is working closely with its brand partners and leveraging its scale to lower prices for shoppers. Relevant, personalized offers, as well as the grocer’s revamped loyalty program, are also making a positive impact on the “what you pay” side of that value equation.. The grocer is also leveraging what it knows about specific customers to offer them helpful, relevant communication that encourages them to make a purchase. That inevitably leads to in-store retail media and marketing opportunities, which Barrett said Albertsons is actively pursuing. “We’ve all done this with signage and marketing materials in store, but really that next frontier is to bring digital media capabilities and measurement and optimization into our in-store environments,” he said. Barrett also stressed the use of data to bring all of these tactics together, and of having it in one place to make it more actionable. Further, connecting data to all of its marketing channels allows Albertsons to be more personal and relevant, and thus drive convenience for customers every time it engages with them.