Supplier Success Story: Harnessing the Power of UNFI’s Retail Media Network
May 22, 2025 5 minute read
Today’s retailers and suppliers have unprecedented access to customer data and digital insights, creating significant opportunities to boost shopper loyalty and drive sales. The challenge lies in turning this information into meaningful analytics and improved in-store experiences.
Enter retail media networks. These platforms allow brands to advertise with retailers through websites, apps, and in-store channels, harnessing customer data and preferences to create a tailored, more engaging shopping experience. UNFI Media Network (UMN), powered by Swiftly, delivers on this potential, aided by UNFI’s role as an industry connector uniquely positioned to provide insights and support that drive growth for both suppliers and retailers.
With the right approach, UMN’s benefits can be immediate and expand over time. Customized shopping experiences can drive sales and increase basket size. With each shopping trip, retailers and partners learn more about customers and can adjust offerings and approaches to better serve their needs.
In fact, UMN is already having a significant effect. Efforts are delivering an average of 4.4 million impressions per campaign and an attributed sales impact of about 16.4%. Additionally, campaigns are achieving a $7.62 return-on-advertising-spend. Organizations are seeing a conversion rate of more than 11%.
Supplier Spotlight: Kellanova and UMN
The benefits of UMN to retailers are clear. But it’s not just stores that can benefit from targeted and timely customer connections.
Kellanova is a leading company in global snacking, international cereal and noodles, plant-based foods, and North American frozen breakfast, with iconic, world-class brands. The company currently uses UMN to better connect with customers and sees long-term potential with the platform.
“We at Kellanova are excited about UMN, the growth trajectory it is showing, improving data results and the increasing number of retailers participating. UMN is a strategic pillar in our planning process, now and for the future,” said Mark Coleman, Director of Division Sales at Kellanova.
UMN offers a number of benefits for suppliers and advertisers including:
- Brand building and deeper connections with shoppers through a diverse, nationwide network of retailers
- Expanded reach with actionable insights and closed-loop reporting
- Multi-channel campaigns and promotions
- Unique offer capabilities, including bounce-back and multi-trip offers
To learn more about getting started with UMN and how it can amplify efforts to reach customers in relevant ways contact UNFI.