Vallarta to launch in-store retail media capabilities
Vallarta Supermarkets announced a retail media integration with Quad/Graphics' In-Store Media Connect system, according to a Tuesday announcement. The partnership between the Latino-owned grocer and the third-party retail media provider will kick off this summer with the installation of in-store digital signage at 15 Vallarta locations.Vallarta's tie-up with Quad comes as the California-based grocer continues to expand its reach, whether through its digital presence or e-commerce offerings.
Dive Insight:
Though the buzz of retail media has settled in 2025, Vallarta's latest advancement in the tech space underscores that keeping up with digital enhancements remains a priority for grocers.
With Quad, Vallarta will add kiosks, shelf screens, freezer-aisle screens and vertical banners to its stores, with messaging on the screens in both English and Spanish, according to the announcement.
"In-Store Connect gives us an effective tool to communicate our unique products and potential savings to shoppers, while opening new opportunities for brands to engage with the communities we serve in meaningful, measurable ways," said Steve Netherton, Vallarta's chief information officer and vice president of continuous improvement.
Jay Sharrock, the grocer's chief merchandising and marketing officer, noted that the digital screens will bolster and complement Vallarta's specialty departments.
For over a year now, Vallarta has been looking for ways to connect with consumers in modern, digitally centered ways.
In June 2024, for example, the California grocer linked with fintech company Sezzle to offer a buy now, pay later program for its shoppers. That same year, Vallarta joined DoorDash's marketplace and then, earlier this month, partnered with Uber Eats.
Vallarta currently runs 60 grocery stores throughout California, including in Los Angeles, San Diego, Santa Barbara and Santa Cruz.
Copyright 2025 Industry Dive. All rights reserved.
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