Partner With Retailers for
Retail Media Activations

The Point of Decision Is Everything

We ensure that a relevant message hits the shopper at the point of decision along the path to purchase. Since both the brand's shopper and the retailer's customers define the target shopper, this is where Hangar12 can help you and the retailer work to find the common areas within each other's marketing mix. Then we create shopper marketing plans based on this common area.

That's been our philosophy for decades. What's changed is where and how those decisions happen — and the unprecedented opportunity that retail media now gives CPG brands to influence them.

Retail media is the fastest-growing advertising channel in CPG. Full stop. Spending across retail media networks surpassed $45 billion in 2023 and shows no signs of slowing. For challenger brands fighting for share against category leaders with deeper pockets, this shift isn't a threat — it's the opening you've been waiting for. Retail media lets you reach shoppers with surgical precision, right where purchase decisions are made, with closed-loop measurement that ties every dollar to an outcome.

As a retail media agency and shopper marketing agency for CPG brands, Hangar12 has spent 50 years helping food, beverage, and consumer goods brands convert shoppers at the moments that matter most. We don't bolt shopper marketing onto a generalist offering. It's in our DNA — and it's recognized by the industry. Hangar12 team members have been named to the Path to Purchase Institute's Who's Who in Shopper Marketing, a distinction earned through proven results and deep expertise in this discipline.

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Why Retail Media Changes Everything for CPG

The old model was simple: build awareness at the top, hope it converts at shelf. The new model is closed-loop, data-rich, and accountable. Retail media networks give CPG brands something that was previously impossible — the ability to target shoppers using first-party retailer purchase data, serve them relevant messaging along the entire path to purchase, and measure the actual sales impact down to the SKU.

For challenger brands, this is a category-leveling capability. You don't need the biggest budget. You need the smartest strategy, the sharpest creative, and an agency that knows how to work across retailer ecosystems without wasting spend.

That's exactly what we do.

Our ConsumerFirst® methodology starts with the shopper — not the media plan. We dig into who's buying, who's lapsed, who's persuadable, and what triggers conversion at each retailer. Then we build retail media and shopper marketing programs designed to intercept those shoppers at the highest-impact moments, both online and in-store.

Retail Media Networks: Platform Expertise That Performs

Every retail media network operates differently — different ad formats, different data taxonomies, different auction dynamics, different measurement frameworks. Running a Walmart Connect campaign the same way you'd run an Amazon Ads campaign is a fast way to waste budget. Hangar12 brings platform-specific expertise across the retail media networks that matter most to CPG brands.

Walmart Connect

Walmart is the largest grocer in the United States and the dominant omnichannel retailer for CPG. Walmart Connect gives brands access to Walmart's massive first-party shopper data across Sponsored Products, Sponsored Brands, Display, and in-store advertising. As a Walmart Connect agency, Hangar12 helps CPG brands build full-funnel campaigns that leverage Walmart's unique omnichannel reach, connecting online search behavior with in-store purchase and pickup. We optimize bids, manage keyword strategies, and align Walmart Connect campaigns with your broader shopper marketing plan to maximize incrementality, not just impressions.

Roundel (Target)

Target shoppers skew younger, more urban, and more digitally engaged and Roundel gives brands powerful tools to reach them. Hangar12 leverages Roundel's audience segments and off-site programmatic capabilities to build campaigns that drive both Target.com conversion and in-store traffic. We integrate Roundel media with Target's promotional calendar and in-store merchandising to create a cohesive shopper experience from screen to shelf.

Kroger Precision Marketing

Kroger's loyalty card data is among the richest in grocery retail, covering over 60 million households. Kroger Precision Marketing allows CPG brands to activate against highly specific purchase-behavior audiences — lapsed buyers, competitive brand shoppers, category enthusiasts — with both on-site and off-site media. Hangar12 builds KPM strategies that pair audience precision with compelling creative, and we use Kroger's 84.51° attribution to prove out incremental sales lift.

Instacart Ads

The rapid growth of online grocery has made Instacart a critical touchpoint for CPG brands. Instacart Ads put your products in front of shoppers at the exact moment they're building their cart — a high-intent environment with strong conversion potential. Hangar12 manages Instacart Sponsored Products and Display campaigns with a focus on share of search, bid efficiency, and basket penetration across multiple retailer banners.

Amazon Ads

Amazon remains the largest digital retail media platform, and for CPG brands with an Amazon presence, it's a non-negotiable channel. Hangar12 manages Sponsored Products, Sponsored Brands, Sponsored Display, and DSP campaigns on Amazon, aligning them with your overall digital marketing strategy to ensure consistency across every consumer touchpoint. We focus on Total ACOS management, organic rank improvement, and new-to-brand acquisition — metrics that matter for growth, not just vanity.

Emerging Networks

The retail media landscape is expanding rapidly. Dollar General's DG Media Network, Albertsons Media Collective, CVS Media Exchange, Walgreens Advertising Group — new networks are launching constantly. Hangar12 stays ahead of the curve, evaluating emerging platforms and identifying early-mover opportunities for our clients before the auction prices catch up.

See how our digital expertise powers retail media →

In-Store Activation: Where the Shelf Meets the Strategy

Retail media doesn't stop at the screen. For CPG brands — especially in food and beverage — the in-store environment remains the most powerful conversion trigger. End caps, shippers, shelf talkers, demo programs, sampling, POS displays, and co-branded retailer promotions still drive an outsized share of purchase decisions.

Hangar12 designs and executes in-store shopper marketing programs that align with your retail media investment. When a shopper sees your Walmart Connect ad on Tuesday and walks into the store on Saturday, the in-store experience should reinforce and convert that exposure. We coordinate:

• Display and merchandising programs that earn premium placement and retailer buy-in
• Sampling and demo activations targeted to high-traffic windows and key promotional periods
• POS and shelf-edge marketing that disrupts the aisle with clear, compelling purchase triggers
• Co-branded retailer promotions that leverage the retailer's owned channels — circulars, app features, loyalty program offers
• Seasonal and event-based activations tied to cultural moments, holidays, and retailer-specific campaigns

The best retail media campaigns are wasted if the in-store experience falls flat. We make sure every touchpoint connects.

Shopper Insights: The ConsumerFirst® Advantage

You can't market to a shopper you don't understand. Hangar12's ConsumerFirst® approach is the foundation of every shopper marketing engagement. Before we write a brief, build a media plan, or design a display, we invest in understanding:

• Who is the target shopper? Not just demographics — psychographics, shopping behaviors, retailer affinities, basket composition, and purchase triggers.
• What does the path to purchase look like? Where does the shopper enter the category consideration set? What influences them online versus in-store? Where do they defect to competitors?
• What does the retailer need? Shopper marketing lives at the intersection of brand and retailer objectives. We identify the overlapping priorities and build programs that deliver for both.
• What's actually driving the category? We analyze trends, competitive activity, promotional cadence, and shelf dynamics to find the white space where your brand can win.

This isn't a one-and-done exercise. We continuously feed shopper insights back into campaign optimization, creative iteration, and strategic planning. The brands that win at shelf are the ones that know their shoppers better than the competition — and keep learning.

Explore our ConsumerFirst® approach →

Path to Purchase Strategy: Full-Funnel, Full-Shelf

Shopper marketing isn't a single tactic. It's a strategic discipline that connects every touchpoint along the path to purchase — from the moment a consumer becomes aware of your brand to the moment they put it in the cart (and come back for more).

Hangar12 builds CPG shopper marketing strategies that span the full funnel:

Awareness & Consideration

Retail media display, off-site programmatic, social commerce, and influencer partnerships that put your brand into the shopper's consideration set before they ever enter the store or open the app.

Active Shopping & Conversion

Sponsored product ads, search optimization, in-store merchandising, promotional offers, and sampling programs that convert consideration into purchase at the critical last three feet.

Loyalty & Repeat Purchase

Post-purchase engagement, retailer loyalty program integration, CRM-driven retargeting, and subscription/replenishment strategies that turn trial into habit.

We don't silo these efforts. Your retail media, in-store activation, brand strategy, and digital marketing work as a single, integrated system. That's how challenger brands punch above their weight — and it's how Hangar12 has been helping CPG brands win for over 50 years.

Measurement & Optimization: Prove It, Then Improve It

One of the greatest advantages of retail media is its measurability. Unlike traditional trade spending, retail media gives you closed-loop attribution — the ability to connect ad exposure directly to purchase behavior. Hangar12 builds measurement frameworks that go beyond surface-level ROAS to give you a true picture of campaign impact:

• Incremental sales lift — Are you driving new purchases, or just subsidizing sales that would have happened anyway?
• New-to-brand acquisition — How effectively are you converting competitive shoppers and category entrants?
• Share of voice and share of search — Are you winning the digital shelf at each retailer?
• Basket analysis — What's happening to basket size, category penetration, and attach rates?
• Cross-channel attribution — How do your retail media campaigns interact with your broader digital and in-store efforts?
• Promotional efficiency — Is your trade and promotional spend working harder when paired with retail media?

We report on what matters and optimize in real time. Campaign performance data feeds directly back into our strategy, creative, and media decisions — creating a continuous improvement loop that compounds over time.

Read our latest thinking on CPG marketing →

Why Hangar12 for Retail Media & Shopper Marketing

50 years in CPG. Nothing else. We don't dabble in shopper marketing between automotive campaigns and SaaS launches. Consumer packaged goods is all we do — and it shows in the work, the results, and the relationships we've built with retailers and brands alike.

Built for challengers. Hangar12 specializes in helping mid-market and emerging CPG brands compete against category leaders. We know how to stretch budgets, prioritize high-impact tactics, and win share without outspending the competition.

ConsumerFirst® methodology. Every engagement starts with the shopper. Our proprietary ConsumerFirst® approach ensures that strategy leads tactics — not the other way around.

Industry-recognized expertise. Hangar12 team members have been named to the Path to Purchase Institute's Who's Who in Shopper Marketing — a recognition earned by the industry's leading practitioners.

Platform-fluent. We operate across Walmart Connect, Roundel, Kroger Precision Marketing, Instacart Ads, Amazon Ads, and emerging networks with the hands-on expertise to optimize performance at every platform.

3rd generation, family-owned. Under CEO Greg Keating's leadership, Hangar12 operates with the stability and long-term perspective of a family business — and the agility of a remote-first team that's been distributed since 2014, long before it was trendy.

Integrated by design. Retail media doesn't work in a vacuum. We connect it to your brand strategy, digital marketing, content, and in-store activation so every dollar works harder.

Let's Put Your Brand Where the Decisions Happen

Retail media is the biggest shift in CPG marketing in a generation. The brands that move now — with the right strategy, the right partners, and the right retail media agency — will own the digital and physical shelf for years to come.

Hangar12 has been connecting brands and shoppers at the point of purchase for 50 years. Let's connect yours.

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Hangar12 is a 3rd-generation, family-owned CPG marketing agency specializing in food, beverage, and consumer goods brands. From brand strategy to digital marketing to retail media and shopper marketing, we help challenger brands compete — and win. Get in touch to start the conversation.