Looma, an in-store retail media platform focused on storytelling and product recommendations at the shelf, has raised $13 million in new capital to accelerate its national expansion and support a major Kroger rollout in wine and spirits departments.
The financing includes $10 million in Series B equity led by Staley Capital and a $3 million credit facility from Silicon Valley Bank, a division of First Citizens Bank, according to the company. Looma said the round brings its total funding to $30 million.
The fresh capital arrives as Looma expands its network of in store video screens that aim to influence shoppers at the point of decision through product education, brand storytelling, and personalized recommendations. Since 2023, Looma said its footprint has grown from 800 screens to more than 7,000 screens across 1,100 retail locations, reaching about 27 million shoppers per month through retailer partners that include Kroger, BJ’s Wholesale Club, H E B, Harris Teeter, Lowes Foods, and Schnucks.
Looma’s latest deployment extends across the wine and spirits departments of nearly 600 Kroger stores nationwide. The expansion follows what Looma described as a multi-year pilot in 50 Kroger stores, where the platform helped grow category sales, improved end cap execution, and delivered a 98% customer satisfaction rating. Looma said featured alcohol brands in the pilot recorded 2 to 4 times incremental return on ad spend, along with gains in brand awareness and first-time customer acquisition.
On the advertiser side, Looma said brands using its platform, including General Mills, P&G, Coca-Cola, Anheuser-Busch, and Diageo, see an average of roughly 4x full-funnel incremental return on ad spend. The company described its measurement framework as spanning awareness, discovery, conversion, and loyalty.
As part of the funding, Herb Kleinberger, an operating advisor at Staley Capital, will join Looma’s board of directors. Staley Capital positioned the investment around the belief that in store retail media remains underpenetrated relative to where consumers still buy groceries, citing a gap between in store grocery share and the portion of retail media ad spend directed into stores.
KEY QUOTES:
“We’ve spent the last decade preparing for this moment, building what we believe is far and away the strongest in-store media platform in the market. We’re thrilled to welcome Staley Capital to our shareholder base as a strategic advisor during such a pivotal moment in both Looma’s journey and the industry as a whole.”
Cole Johnson, Founder and CEO at Looma
“As a firm focused on the intersection of retail and media, we were impressed from day one with both Looma’s vision and exceptional execution. In 2024, in-store grocery sales represented over 86% of total grocery sales, yet in-store retail media accounted for less than 1% of total retail media ad spend. We believe in-store is retail media’s next frontier – and Looma is poised to lead it.”
Herb Kleinberger, Operating Advisor at Staley Capital and a longtime retail industry veteran
