Looma Expands In-Store Retail Media Footprint Across BJ’s Wholesale Club Network

New updates have been reported about Looma.

Looma is expanding its in-store retail media network within BJ’s Wholesale Club, rolling out new in-aisle interactive screens to complement its existing digital end caps across clubs that sell beer, wine, and liquor. The move embeds Looma’s digital touchpoints directly at the point of decision, where members receive personalized wine and cocktail recommendations at the shelf, aiming to increase conversion and basket size while giving brands a richer storytelling and education channel inside BJ’s stores. Founder and CEO Cole Johnson emphasized that end-cap and in-aisle execution requires close alignment with merchandising and operations, but argued this integration is essential to prevent in-store media from becoming mere digital billboards and to unlock its full potential for shopper engagement and brand building.

For Looma, the BJ’s deployment underscores a strategic model that combines media, merchandising, and data to create a differentiated in-store network for retailers and CPG brands. Its platform supports centralized, remote content management, digitizes planning for high-value physical spaces like end caps, and offers full-funnel performance measurement, giving brand and retail partners clearer attribution for in-store media spend at a time when retail media budgets are growing. Johnson positioned Looma’s approach as deliberately shopper-centric, contrasting it with efforts that simply port conventional digital ad formats into physical stores, and highlighted BJ’s as a key partner in designing member-first experiences that could serve as a template for future retail collaborations. Looma’s content is produced or refined through Relay, its global creator network focused on point-of-decision storytelling, which could help it scale tailored content as it seeks further retail partnerships and broader monetization of in-store traffic.