Adrian J Cotterill, Editor-in-Chief
Gomme Media has teamed up with retail media audience measurement expert Quividi and digital signage provider Glass-Media to revolutionize in-store marketing for the liquor industry.
Despite the growth of e-commerce, 96% of off-premise alcohol sales still happen in brick-and-mortar stores. However, traditional in-store marketing has struggled to provide actionable insights into shopper behavior and measure content impact effectively.
Enter Gomme Media—a cutting-edge retail media network deploying Digital Out-of-Home screens in liquor stores. In partnership with Quividi and Glass-Media, Gomme delivers data-driven content, store communications, and advertising designed to increase sales and deepen customer connections for liquor brands, retailers, and suppliers.
Founded by former Condé Nast veterans, Gomme Media brings a deep understanding of how compelling content drives commerce. The founders’ expertise in creating content that resonates with audiences is at the heart of Gomme’s strategy, blending editorial with store-specific messaging and supplier advertising to engage shoppers and boost sales. This unique combination creates highly targeted content that enhances the shopping experience, encouraging brand discovery and fostering consumer loyalty.
By teaming up with Quividi, Gomme taps into AI-powered audience measurement, capturing real-time data on customer engagement with both content and advertising. This collaboration empowers liquor stores, brands, and suppliers with actionable insights that optimize in-store marketing efforts. Glass-Media’s innovative product design and engineering expertise enabled the creation of custom freestanding digital screens that seamlessly integrate into various store formats.
“Gomme’s digital screens drove a measurable increase in sales for every one of our beta advertisers,” said Bari Schrager, Co-Founder of Gomme Media.
“Our editorial strategy has been particularly effective—Quividi’s analytics revealed that combining editorial with store-specific content increased screen attention time, including ads, by up to 34%,” added Jeannie Livesay, Co-Founder of Gomme Media.
This powerful synergy of data, digital technology, editorial expertise, and supplier advertising is set to redefine in-store marketing in the liquor industry, creating more engaging and impactful shopping experiences.
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