Kroger has expanded its deployment of in-store digital screens in the wine and spirits departments of nearly 600 stores nationwide, following a multi-year pilot across 50 locations. The screens, powered by the Looma retail media network, helped grow category sales and improve endcap execution, providing featured alcohol brands with a 2X to 4X ROAS (return on ad spend).

Kroger has its own internal retail media organization, which it brought together into a single department, Kroger Precision Marketing (KPM) Powered by 84.51°, in July 2025. However, the retailer has worked with third-party digital screen providers: in June 2025 Kroger Precision Marketing deployed digital screens in select Kroger stores on integrated, custom-made fixtures from Barrows Connected Store.

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