Why Hy-Vee Went All-In on In-Store Retail Media – Britt Polihronis, Red Media — The Middlemen Podcast
Why Hy-Vee Went All-In on In-Store Retail Media – Britt Polihronis, Red Media
S3 E16 · May 26, 2026 · 33 min
10,000+ screens across the Midwest, and why regional retailers may have advantages national players overlook.
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Show notes
Hy-Vee’s RedMedia has quietly become one of the most aggressive bets on in-store retail media in grocery, with more than 10,000 screens deployed across stores throughout the Midwest.
Britt Polihronis, COO of RedMedia, joins The Middlemen to discuss why Hy-Vee went all-in on in-store media, how merchandising and retail media teams actually work together, what brands are asking for from screen networks, and why regional retailers may have advantages national players overlook.
What we cover
- In-store screens, audio, and omnichannel campaigns
- Why retail media increasingly looks like publishing
- Holdout testing, measurement, and iROAS
- Product launches and seasonal campaigns
- Shopper experience and local community programming
- AI, agentic shopping, and the future of retail media