WEST DES MOINES, IOWA — Retail chain Hy-Vee, Inc. launched its new platform, RedMedia, at Groceryshop in Las Vegas Sept. 19-21.

Hy-Vee RedMedia was designed to allow companies to customize omnichannel marketing strategies while providing consumers with a more personalized shopping experience.

“Retail media is outpacing traditional marketing and will be a game changer in consumer marketing,” said Jason Farver, president of Hy-Vee RedMedia. “Leveraging insights allows companies to be smarter and more strategic with their marketing dollars, while also improving the customer experience by reaching the right customer at the right time with the right product offering.”

According to the company, Hy-Vee’s broad business portfolio gives it unique insights to consumer behavior, lifestyles and values.

“As a retailer, Hy-Vee reaches millions of customers and patients each year through its diverse portfolio of services, which includes food and grocery, as well as pharmacy, dietetics, specialty health care, banking, manufacturing, construction, wine and spirits, and more,” the company said. “Hy-Vee also operates several digital-driven ventures including Hy-Vee Aisles Online, WholeLotta.com, VCRx.org and RedBox Rx.

According to Hy-Vee, the retail chain recently was honored as Supermarket News’ 2023 Retailer of the Year, made Newsweek’s list of America’s Top 5 Most Trusted Brands for 2023, and was named Mass Market Retailers’ 2023 Innovator of the Year.