Hy-Vee unveils audience-targeting tool

Hy-Vee Inc. has launched an audience-targeting solution within RedMedia, the company's retail media network.

Hy-Vee ID provides brands with the ability to target custom audiences to help drive growth and achieve higher conversion rates, according to a news release.

The retailer said it partnered with Dentsu to develop an offering that provides transparency into audience access and allows brands to tailor their marketing strategies to meet specific goals. Hy-Vee ID provides insights into unique audience segments, enabling precise targeting for marketing campaigns, and it allows advertisers to create custom audience segments to enhance the effectiveness of brand messaging, the release said.

“Retail media is rapidly surpassing conventional marketing methods and is poised to revolutionize consumer marketing” said Brian Monahan, global client president and head of retail media solutions for Dentsu. “Retail media is the only medium where the objective of the buyer and the seller is the same. By harnessing insights, businesses can allocate their marketing budgets more strategically while ensuring that the appropriate customers are engaged with the right products at the ideal time to enhance the customer experience.”

Hy-Vee ID also has advanced measurement and sales optimization tools designed to drive omnichannel sales and refine media strategies, providing granular insights down to SKU-level sales data. This level of detail offers brands an extra layer of confidence in their efforts to target specific audiences, the release said.

“Hy-Vee ID provides value to both brands and customers alike,” said RedMedia President Kathryn Mazza. “Hy-Vee ID aims to create a seamless customer experience that prioritizes a shopper’s needs with the messages they are seeing. This customer-first approach revolutionizes the way brands connect with specific audiences by making every interaction meaningful and impactful.”

Hy-Vee ID is powered by Merkury, Dentsu’s data, identity and insights platform, which can help a company turn its creative, media and customer experience into more targeted actions that drive growth and brand loyalty, the release said.

RedMedia uses The Trade Desk, which is an omnichannel advertising platform designed for the open internet, so that brands can deliver their message at the most impactful times and spaces, ensuring meaningful connections with their customers, Hy-Vee said. The Trade Desk also enables RedMedia access to premium publishers with first-to-market opportunities.