Redner’s Markets partners with DoorDash and P&G at checkout

A regional grocer is rolling out a co-branded retail media campaign with a leading delivery platform and a CPG giant.

Redner’s Markets is deploying the MessageWrap conveyor belt advertising solution at checkouts across all of its 44 grocery stores in the mid-Atlantic region. The MessageWraps antimicrobial, color checkout conveyor belt covers feature P&G’s brands Tide, Bounty, Febreze, Dawn, Charmin, and Cascade, with product images scrolling across as the conveyor belt rolls.

In addition, the promotional covers feature DoorDash with a mobile-integrated offer to make pickup and delivery orders. Redner’s says it has measured MessageWrap’s awareness among shoppers at 93%, with comparable customer recall and influence metrics. The grocer brokers the MessageWrap promotions directly with its brand partners.

Redner’s is building on an existing partnership with MessageWrap in this new promotion. The company began its collaboration with MessageWrap in 2017, and has featured multiple programs since then on conveyor belt covers, including its Redner’s Rewards loyalty program and the chain’s partnerships with Kretschmar and Make-A-Wish Foundation.

In October 2020, during the peak of the COVID-19 pandemic, the grocer prioritized store cleanliness by initially expanding this partnership with MessageWrap, Prior to the pandemic, Redner’s had installed the covers with messaging that celebrated the retailer’s 50th anniversary on two-thirds of its checkout lanes. But with the arrival of COVID-19, the company rolled out the covers on all the checkout lanes of its 44 stores. 

“MessageWrap is the perfect solution for our co-branded campaigns in partnership with our brand partners, as it provides a value-added checkout experience for our customers, while promoting the shared interests of our leading brands and initiatives,” said Eric White, director of marketing & communications of Redner’s Markets.  

“A big part of what is enabling us to support retail media initiatives is not only MessageWrap’s 93% awareness with shoppers, but also its optimal position to integrate with digital campaigns”, said Nathan Vanderploeg, CEO of MessageWrap. “The MessageWrap checkout experience is the perfect place to bridge the in-store experience to online, with both the retailers’ mobile apps as well as the brands’ digital presence.”  

Based in Reading, Pa., Redner’s Markets, Inc., an employee-owned company operating 44 grocery stores and 21 quick shops throughout Eastern Pennsylvania, Maryland, and Delaware. 

[Read more: West Coast grocer Stater Bros. promotes loyalty at conveyor belt]