On this episode of The Middlemen Podcast, Tom Limongello and Todd Sawicki are joined by Christine Foster, SVP of Commercial Strategy & Operations at Kroger Precision Media, to discuss Kroger’s headline-making in-store media initiative, unveiled at Cannes. The conversation explores how Kroger is transforming its stores into experiential canvases inspired by Disney, leveraging decades of loyalty data and digital innovation to deliver personalized, high-impact brand storytelling. Foster shares how the collaboration with Barrows is reimagining digital screens as seamless, thoughtfully integrated elements throughout the store, and how the new Fresh Content Studio with Roku connects content from CTV to online to in-store. The episode also delves into the operational complexities of omnichannel marketing, the power of first-party data, and what this means for the future of retail media, shopper experience, and brand engagement. Hear how Kroger is setting a new standard for the industry, and connect with guest Christine Foster on LinkedIn: https://www.linkedin.com/in/christine-foster-b739b615/

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Find out what this means for:

• Retail media’s evolution from screens to storytelling

• Why the location of the announcement matters

• How this reshapes the narrative around in-store investment

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The aisles are lit. The audience is watching.

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Find Christine on Linkedin

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Chapters:

Intro & Welcome (00:00)

Welcome to the Middlemen podcast, intro to Christine Foster and the topic of Kroger’s partnership with Barrows.

The Experiential Store: Disney Inspiration (00:39)

Discussion of in-store experiential marketing, Disney-esque design, and the importance of the physical store as a canvas.

Kroger’s Loyalty & In-Store Innovation (01:53)

Kroger’s history with loyalty programs, surprising in-store tech, and the shift to high-impact digital displays.

Retail Media Networks & CTV (02:57)

The rise of retail media networks, CTV partnerships (Roku), and the evolution from lower-funnel to full-funnel marketing.

Christine’s Background & The Good Way Group (06:56)

Christine’s journey from agency to Kroger, and the merging of retail and advertising mindsets.

The Power of Data & Full-Funnel Storytelling (10:10)

How Kroger leverages data, loyalty, and full-funnel attribution to connect brand stories across touchpoints.

Creative Services & Content Studio (18:56)

Launching the Fresh Content Studio with Roku, recipe content, and seamless integration from CTV to in-store and online.Barrows Partnership:

Digital Screens in Store (21:44)

Deep dive into the Barrows partnership, digital screens, and the reimagined in-store experience.

The Future of Retail Media & Omnichannel (24:30)

The impact of digital screens, omnichannel strategy, and the future of in-store personalization and brand storytelling.Wrap-Up & Looking Ahead (33:00)Reflections on the future, case studies, industry education, and closing thanks.

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