Hy-Vee’s RedMedia Partners with dentsu to Launch Hy-Vee ID

Hy-Vee, Inc., the No.1 grocery retailer in the nation according to consumers in a recent USA TODAY poll, is announcing the launch of Hy-Vee ID, an audience targeting solution within RedMedia, Hy-Vee's retail media network. The innovative solution provides brands with the ability to target custom audiences to help drive growth and achieve higher conversion rates. 

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

“Retail media is rapidly surpassing conventional marketing methods and is poised to revolutionise consumer marketing” said Brian Monahan, global client president and head of retail media solutions at 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 boasts advanced measurement and sales optimisation tools. These resources are 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. 

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

Hy-Vee ID is powered by Merkury, dentsu’s leading 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. RedMedia utilises 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. The Trade Desk also enables RedMedia  access to premium publishers with first-to-market opportunities. 

Hy-Vee launched its retail media network in 2023. Since then, it’s received numerous accolades and national recognition for its innovative offerings.