MiniMart 12/18: Your EOY shopper marketing checklist ✅

Plus: Kroger's new in-store video capability

December 18, 2025

Welcome to the last MiniMart of 2025! Can you believe it?!

Read all the way through for our EOY checklist to ensure your campaigns are set up for success heading into the new year - so you can enjoy that cocoa with your family without worrying about overspending or campaigns getting shut off. 🫠

But first, a note on planning ahead →

Planning your shopper marketing ahead of time isn't just about being organized, it's about having leverage:

  • When you map out your shopper marketing calendar in advance, you create space for actual negotiation on rates.

  • Retailers are looking for new revenue streams as they juggle additional costs that come with online orders, but they can be more flexible when you approach them strategically rather than in a moment of need.

  • Plus, you can focus budget on tactics that actually move the needle instead of whatever's available at the last minute.

Some options to consider:

  1. Online grocery pickup and delivery sampling, which has exploded in sophistication. Brands can now target customers through their online orders and help determine samples based on past purchases - no more hoping the right person walks by your in-store demo table. Companies can track key metrics such as direct sales, halo sales and lifetime sales to measure the return on investment of sampling campaigns. Major retailers like Walmart are now offering targeted digital sampling that actually tie to purchase behavior.

  2. Consider Vizer offers - these digital rebates are genius for trial because they work anywhere a link can go (email, SMS, social, influencer partnerships). They're also perfect for customer service teams - instead of shipping replacement products when something goes wrong, send a free product coupon.

  3. Don't sleep on retailer-specific tactics that directly tie engagement to sales. Kroger's targeted digital coupons let you reach specific shopper segments based on actual purchase behavior. Sprouts offers more than $100 in savings each month through exclusive promotions and digital coupons to their loyalty members. Expect higher engagement rates when you're part of that curated experience versus generic mass promotions.

When you're proactive, you build programs that actually deliver measurable results. Any questions on how to best kick off your shopper strategy in 2026? Hit reply to this email!!

Now, onto this week in retail media and shopper marketing →

The snacks + sips hitting our grocery carts this week

Ripi Sweet Potato Ravioli

This is the kind of frozen meal you make that your family will swear you whipped up from scratch!! Ripi’s frozen raviolis are chef-level good (probably because they’re chef-crafted), made with super simple ingredients, and flash-frozen to maintain their freshness. They take under 4 minutes to heat up, and this sweet potato one is packed with rich flavor from nutty brown butter, creamy ricotta, and pure maple syrup. No notes!

Plant People WonderHydrate Electrolyte Gummies

Finally, a supplement gummy company that isn’t just straight-up candy. Plant People makes sugar-free, plant-based, artificial flavor-free gummies packed with all the good stuff. This lychee-flavored (yes, lychee!) SKU blends electrolytes, minerals, and vitamin C and tastes so good!!

Clearstem LIPS&CUTES

I love a multipurpose product, and this one has quickly become a staple in my bag. It’s a peptide-rich, non-comedogenic formula that feels sooo buttery and light on the lips and serves as an actually effective cuticle balm (because who doesn’t suffer from dry hands during the winter months?!)

Featured retailer marketing updates, trends, tips, and more!

Tate’s example from Kroger’s launch video

Kroger Adds Video Capability to In-Store Digital Screens

Kroger's quietly rolling out video capability for their in-store digital screens, which already reach 27 million shoppers monthly across retailers. Some tips:

  • It may sound obvious, but show products and SKUs that are actually on the shelf in that specific store. If you have an LTO or a SKU that isn’t sold in certain regions, ensure your placement reflects that. And if you’re in the process of a packaging refresh, check that your ad shows the packaging available in that specific store.

  • This is a great opportunity for storytelling and education rather than static ads. Video offers multiple opportunities for callouts, so you can experiment with seasonal CTAs (like “Ready for Fall football?” in the Hellmann’s example in the video) while also highlighting product differentiators in the same ad. Get creative with it!

Excited to see how brands get crafty with their in-store video placements!

Veriti’s End of Year Shopper Marketing/Retail Media Checklist

As we head into the final weeks of 2025 (it came so fast!), it’s time to tie up some loose ends before break. This is the exact checklist we use with Veriti clients before the holidays - consider this your friendly reminder to handle these items before heading OOO:

  1. Check 2025 IO expirations. Several platforms have IOs that expire December 31st - GoPuff, Criteo PM, Criteo Network, Citrus, and Wakefern are the usual suspects. Get extensions documented now while people are still responding to emails.

  2. Secure 2026 IOs. Platforms will probably be more responsive now than when everyone returns simultaneously asking for Q1 contracts. You'll get better terms, faster turnaround, and avoid the scramble when your competitors are all fighting for the same ad inventory.

  3. Remove campaign end dates. Nothing kills momentum like campaigns automatically pausing on December 31st. Check every active campaign!!

  4. Review lifetime budgets. Make sure you have enough budget allocated to carry campaigns through the holiday period. Running out of money on December 27th means missing crucial shopping days.

  5. Set daily budget caps. For high-spending campaigns, implement daily budget parameters. The holidays can burn through budgets faster than expected - better to pace spending than go dark early.

Thanks for reading!

— Eleanor