Hy-Vee: Blending Grocery Excellence with Digital Innovation

With more than 570 retail locations across nine Midwestern states and annual sales surpassing $13 billion, Hy-Vee has become synonymous with quality, variety, convenience, and superior customer service. Its reach includes about 240 supermarkets and nearly 200 convenience stores, all underpinned by a reputation for culinary expertise and a commitment to healthy lifestyles

As a leading Midwestern grocer, Hy-Vee has been strengthening its RedMedia retail media network to create new value streams while enhancing the grocery shopping experience. In December 2024, the company partnered with Grocery TV, powering more than 10,000 digital screens across entrances, checkout lanes, service departments, aisles, and end caps. This move connects Hy-Vee’s network with The Trade Desk, enabling RedMedia to unify off-site and in-store campaigns.

By July 2025, Hy-Vee further strengthened RedMedia by joining Rippl, a national retail media consortium powered by Bridg. The partnership enhances Hy-Vee’s first-party data, widens its off-site campaign capabilities, and boosts customer engagement across more than 285 stores. “Hy-Vee RedMedia has the unique capability to enhance brand optimization and expand reach within our diverse customer base,” says Kathryn Mazza, president of RedMedia and chief marketing officer at Hy-Vee.

Hy-Vee’s partnership strategy also extends to Instacart’s Carrot Ads, giving CPG brands seamless access to Hy-Vee’s customer base while tapping into Instacart’s ecosystem of 7,000+ brands. For advertisers, this translates into simplified multi-retailer campaigns and enhanced targeting across a broader Midwest footprint.

In January 2025, Hy-Vee launched Hy-Vee ID, an audience-targeting platform developed with Dentsu, designed to create unique audience segments and deliver precision-based marketing. “Hy-Vee ID provides value to both brands and customers alike…making every interaction meaningful and impactful,” says Mazza.

Retail Media Expansion

Digital Transformation In-Store

Supply Chain Efficiency

The Bigger Picture

Technology investments go beyond advertising. Hy-Vee has partnered with VusionGroup to digitalize more than 230 of its stores with real-time shelf pricing. The rollout not only eliminates paper price tags but also allows for intra-day markdowns to reduce food waste and flashing LED labels that guide employees in online order fulfillment. The solution integrates seamlessly with existing store infrastructure, lowering both costs and environmental impact.

Hy-Vee has also sharpened its logistics capabilities with Manhattan Associates’ supply chain planning systems, including transportation management. Since implementing the solution, Hy-Vee has seen a 3% reduction in delivery miles and a 20% boost in on-time delivery rates, a crucial edge when handling perishable categories like produce and seafood. Greater visibility across its cross-dock network has improved product flow, traceability, and customer satisfaction.

Hy-Vee’s blend of omnichannel innovation, cutting-edge retail media, and digital transformation is setting it apart in the crowded grocery sector. By leaning into first-party data, forging tech-forward partnerships, and automating key in-store functions, Hy-Vee is positioning itself not just as a grocer, but as a next-generation retail platform.

As Mazza sums it up: “Retail media is a critical driver of the grocery ecosystem, and since launching Hy-Vee RedMedia, we’ve been committed to strengthening our capabilities in this area.”