In the latest push to bring retail media closer to the point of purchase, Quad is extending its In-Store Connect network to Vallarta Supermarkets, one of California’s largest Latino-owned grocery chains. Starting this summer, 15 Vallarta locations will roll out strategically placed digital signage—adding a new layer of real-time marketing in the grocery aisle.
The move taps into a powerful consumer base: Vallarta’s stores are known for high-frequency foot traffic, brand loyalty, and deep community roots. With digital kiosks, shelf-level screens, freezer-aisle panels, and vertical banners running bilingual content, the partnership brings digital precision into a traditionally analog setting.
“For 40 years, innovation at Vallarta has started with a simple question: how can we better serve our neighbors?” said Steve Netherton, CIO and VP of Continuous Improvement at Vallarta. “In-Store Connect gives us a tool to communicate unique products and deals while enabling brands to connect with our communities in meaningful ways.”
The integration allows CPG brands to serve dynamic, in-the-moment ads to shoppers where buying decisions are made. Whether promoting local produce, limited-time offers, or culturally relevant goods, the signage is designed to convert attention into action—right in the aisle.
“In-Store Connect is the go-to retail media network for mid-market grocers and CPG marketers,” said Kevin Bridgewater, SVP of Retail Solutions at Quad. “Our work with Vallarta gives brands the opportunity to activate shopper engagement at scale.”
Retail media has emerged as a top growth channel for grocers looking to diversify revenue beyond traditional product margins. With major players like Walmart, Kroger, and Albertsons investing heavily in their own networks, mid-sized grocers like Vallarta are increasingly leveraging third-party platforms to stay competitive.
Jay Sharrock, Vallarta’s Chief Merchandising & Marketing Officer, added that the partnership goes beyond tech: “We’re using digital to create personal, immersive experiences that foster loyalty and deepen connections between shoppers and brands.”
As brands search for high-ROI alternatives to digital ads plagued by signal loss and privacy hurdles, in-store media offers a compelling answer: proximity, attention, and context—all wrapped in a culturally resonant package.
