Robbie Thain
Founder, CEO
AI-generated illustrative image. Not an official campaign image.
Quad is expanding its In-Store Connect retail media network into 25 California Smart & Final locations. Learn the operational impacts for CPG brands.
On September 16, 2026, Quad announced the expansion of its In-Store Connect retail media network into 25 Smart & Final locations across California. The planned fall 2026 deployment stems from a partnership with Chedraui USA. It places digital screens strategically near the point of purchase. This move extends an existing relationship between Quad and the grocery chain. Previously, Quad provided print and production support for Smart & Final’s weekly circular programs. Now, the operation includes an integrated digital layer inside the physical retail environment.
The rollout shifts digital advertising inventory directly into the warehouse-style aisles of Smart & Final. This retailer operates a value-oriented format serving both household shoppers and small-business customers in California. Quad describes its In-Store Connect product as an integrated offering. It covers digital signage, content, technology, production, and in-store execution. The retailer controls the physical setting while Quad manages the technical and execution layer.
For consumer packaged goods brands, this changes how point-of-purchase messaging is bought and deployed. However, the exact operational footprint remains partially undefined in public statements. Quad has not publicly disclosed the number of screens per store or the specific screen locations. The company also has not shared advertising rates, audience estimates, or reporting cadences for the rollout. No specific launch date in fall 2026 was provided in the initial announcement.
At Makai, we view this expansion as proof that physical stores are becoming active engagement channels. Digital screens offer a fast way to reach shoppers near purchase decisions. But screens alone do not guarantee incremental sales. A campaign can generate estimated impressions without proving that it changed product choice.
We create experiential marketing programs built to connect emotion with action. Our process blends creativity, strategy, and data to ensure every brand interaction drives measurable results. We craft experiences that engage all five senses. This helps people not just see brands but feel them. Our approach turns fleeting moments into meaningful business outcomes. CPG marketers must apply this same rigor to digital retail media.
Buying screen time is only the first step for a brand manager. The real work lies in connecting that screen to a physical action. Brands that master retail media network structures see higher returns when digital messaging pairs with product interaction. Our team created an in-store experience that left a lasting impression on consumers and became a memorable brand moment. We achieved this by treating the aisle as a full sensory environment.
Adding digital screens to a grocery floor forces a shift in field operations. Marketing teams can no longer plan media and physical activations in silos. When a digital ad plays on a screen, the corresponding physical product must be visible and accessible. This requires tight coordination between media buyers, supply chain managers, and in-store merchandisers. You must coordinate field teams across retailers to ensure the physical product matches the digital promise.
Brands must demand operational proof alongside media metrics. Because Quad provides content and store execution, the program may reduce operational fragmentation. Still, marketers should request proof of screen uptime and creative-play logs. They also need verification of store-level compliance and issue-resolution times. The public announcement confirms Quad’s responsibility across these functions. It does not publish service-level results for the program.
The most useful planning question is not simply how many impressions the screens will deliver. Marketers must ask what behavior the message should support inside the store. Potential objectives for these screens include:
These planning considerations reflect the channel’s described point-of-purchase role. They are not reported results from the Smart & Final program itself.
The physical environment of Smart & Final dictates creative operations. A message designed for a family shopper might miss the mark for a small-business customer. Marketers must build creative that serves multiple shopper missions in a warehouse format. Brands should ask whether creative scheduling and product messaging can be tailored to relevant shopper missions.
In-store creative should be quickly understandable and product-led. Marketers should prioritize:
These are execution recommendations rather than claims about Quad’s current creative standards. Connecting in-store sampling with retail media ROI requires strict adherence to these physical creative constraints.
The partnership operators view this deployment as a structural upgrade to the retail environment. Chedraui USA’s Matt Reeve noted that combining technology with measurement capabilities could help improve the shopping experience. He added this benefits customers and vendor partners while supporting the retailer’s longer-term marketing strategy. This frames measurement as a central issue for CPG marketers evaluating the channel.
Quad’s Kevin Bridgewater offered a parallel view on the value of the physical floor. He stated that retailers increasingly view physical stores as valuable media assets. He added that In-Store Connect is designed to help convert those environments into media channels. This positions the screen near the purchase journey rather than as a general out-of-home placement.
These statements represent company perspectives rather than independent validation of campaign effectiveness. Quad has not published a Smart & Final lift study, conversion rate, or Return on Investment metric. The company also has not shared an independently audited audience measurement for the rollout.
The push for measurement forces CPG brands to ask harder questions before buying inventory. Marketers must define what qualifies as an impression in a busy grocery aisle. They should ask whether impressions are based on screen plays, estimated audiences, or opportunity to see. They also need to know if campaigns can be measured against product sales or basket data. We successfully integrated multiple experience layers to convert casual participants into committed brand advocates. This was achieved by demanding clear definitions of success.
The public announcement does not confirm if a matched-store or test-versus-control design is available. Brands must treat “measurement capabilities” as a stated feature rather than a demonstrated standard. Connecting first-party shopper data to in-store engagement requires disciplined reporting. Retailer and vendor incentives may not always align perfectly. The retailer prioritizes shopper experience and operations. A brand prioritizes attributable sales and efficient reach.
Network scale also remains a developing factor for campaign planners. Quad reported that In-Store Connect launched in late 2024. The company stated at a 2026 investor conference that it was live with four retailers. It had expanded within two of those retailers at the time of the conference. Quad expected the network’s store count and size to roughly double by year-end. This indicates that the network operates in an expansion phase rather than as a broadly standardized national platform.
The physical retail environment is rapidly absorbing digital media capabilities. Brands must decide how they will operate within these connected spaces. Operational discipline remains the dividing line between a successful activation and wasted media spend. A screen can establish awareness. A nearby product demonstration provides the physical interaction that turns awareness into trial.
The expansion of Quad’s network into 25 California Smart & Final stores represents a clear operational shift. Retail aisles are no longer just storage spaces for inventory. They are active media channels demanding rigorous execution. Are your field marketing teams structured to convert passing screen impressions into measurable retail pipeline?
Operating digital media displays inside retail aisles forces brands to connect passive screen impressions to concrete shopper actions. When inefficient post event follow up and CRM routing block your ability to measure real sales impact, Makai builds the physical bridge. Through our Mobile Sampling Tours capability, we deliver your brand directly to audiences through on the go experiences that drive trial and awareness.
30 Years Experiential & Retail Activation Partner for CPG & Beverage Brands | Multi-Market Demos, Roadshows & Costco/Club Programs That Actually Sell
