The service provider will focus on shelf and point-of-sale marketing, with an emphasis on promoting Winn Dixie’s own brand. Valassis’ duties also include brand signage and back-end analytics.
“Well be handling production, placement and back-end purchase analytics,” said Michael Kowalczyk, VP and GM of in-store marketing at Valassis. “Over past five years, Valassis has spent money and resources on the research side, and now we can look at back-end performance of marketing programs by integrating all data points together for a holistic approach, rather than just consumer attitudinal data or sales data.”
Valassis’ first work for Winn Dixie will appear in stores in July, he said.
The agency does similar in-store work for supermarket chain SuperValu, Kowalczyk added.
Financial terms of the hire were not disclosed.
A Winn Dixie representative could not be immediately reached for comment.