In-store digitization unlocks new brand-building opportunities with Kroger’s Jenny Holleran

As part of our ongoing six-part video interview series with Beet.TV, produced in partnership with SMG, we’re exploring how retail media is reshaping the path to purchase. This time, we hear from Jenny Holleran, Vice President – Media, Insights, Incentives at 84.51°/Kroger Precision Marketing, who is helping accelerate Kroger’s in-store digital transformation.

Jenny shares why digitization inside the store matters now more than ever, the role of loyalty data, and how thoughtful partnerships are shaping the next wave of innovation.

Connecting Digital and In-Store Media

“In-store digitization has really changed the customer experience by having it be that connective tissue between digital media and in-store media in a way that static ads could not do before,” Holleran explains.

For brands navigating cultural or economic uncertainty, that seamless connection—from offsite video to in-aisle messaging—creates speed and flexibility as shoppers make purchase decisions.

AI and Loyalty Data as the Advantage

When asked about the role of AI and digital tools, Holleran points to the power of loyalty.

“Kroger captures 96% of all in-store transactions,” she notes. “So having that understanding of loyalty and purchase behavior is allowing retailers like Kroger to have a step up and understand customer behaviors to be able to build in a way that’s personalized to the customer experience.”

Form Follows Function in the Aisle

Digitization isn’t about bolting screens on walls—it’s about design with purpose.

“You can’t just bolt a television in-store and call it digital advertising,” Holleran says. Instead, the right format in the right location drives impact. Examples include horizontal displays over deli bunkers that add visibility without disrupting the shop, or digital touchpoints in seasonal aisles and health and beauty sections that inspire and guide shoppers natively.

Partnerships that Accelerate Transformation

84.51° and Kroger Precision Marketing aren’t working alone. Holleran highlights the importance of partnerships that bring deep expertise in store design and shopper experience.

She points to their collaboration with Barrows Connected Store, announced earlier this year at Cannes. “They are an incredible partner … really having a partner that understands the space, understands that job to be done, is critical.”

The Next Wave of In-Store Innovation

For Holleran, the excitement lies in finally matching scale with opportunity.

“We’ve always had the scale, but we haven’t always had the opportunity to really bring brands to life,” she says. Now, digitization lets brands inspire shoppers in new ways—from meal planning to beauty tips—at the very moment purchase decisions are being made.

“The opportunities are endless,” she adds. “That’s where I get very excited, because we’re able to build brands in stores with the scale that the physical footprint has.”

Not Just Static, but Dynamic

Holleran’s message is clear: in-store digitization is not about screens for the sake of screens. It’s about creating a dynamic, data-driven brand presence that connects seamlessly with digital campaigns, inspires shoppers, and transforms the store into a true media channel.