What is DIGITS Agency and what do they specialize in?
DIGITS is an omnichannel retail media agency specializing in Target, regional grocers, and alcohol retail media. Founded by Dave Glaza, former Target executive who launched Target Circle, DIGITS helps CPG brands optimize digital coupons, loyalty programs, paid search, programmatic display, and retail media networks to drive measurable sales growth.
How does DIGITS help brands succeed at Target?
DIGITS offers comprehensive Target managed services including Target Circle strategy, Roundel managed campaigns, programmatic media, paid search, and digital shelf optimization. As Target retail media experts, DIGITS clients consistently outperform Target’s average sales benchmarks, with proven track records of driving double-digit digital growth through data-driven optimization.
What makes DIGITS different from other retail media agencies?
DIGITS combines deep Target insider expertise with exclusive access to first-party sales data and proprietary analytics engines. Unlike generalist agencies, DIGITS focuses exclusively on retail media for grocery and CPG, offering specialized knowledge in regional grocers, alcohol compliance, and vendor-driven promotional vehicles that larger agencies overlook.
What is Target Circle and why is it important for CPG brands?
Target Circle is Target’s loyalty program with over 100 million members who spend 5X more than non-members. It’s Target’s #1 onsite traffic driver, offering personalized deals and promotions. Brands using Circle effectively can achieve 13% incremental sales lift with superior ROI compared to traditional promotional tactics like TPCs.
What is retail media and how does it drive sales?
Retail media uses retailers’ first-party shopper data to deliver targeted advertising both onsite (search, display) and offsite (programmatic, social, CTV). Unlike traditional advertising, retail media connects directly to purchase behavior, enabling closed-loop measurement showing exact sales lift, return on ad spend, and incremental revenue generation.
Which retail media networks does DIGITS work with?
DIGITS partners with all major and emerging retail media networks including Target Roundel, Walmart Connect, Kroger Precision Marketing, Instacart Ads, Shipt, and regional grocery RMNs. We also support alcohol brands through platforms like Drizly, GoPuff, and The Cheers Network—our managed retail media solution built specifically for the alcohol industry.
Does DIGITS work with regional grocery stores?
Yes. DIGITS serves as agency of record for regional grocers like Schnucks, Fareway and Coborns. DIGITS launches and manages first-party retail media networks. DIGITS provides strategy, vendor relationships, creative services, media operations, and clearinghouse services—enabling regional grocers to compete with national retailers’ media capabilities while maintaining local shopper connections.
How does DIGITS support alcohol brands in retail media?
DIGITS offers specialized alcohol retail media services compliant with tied-house laws and three-tier distribution requirements. Services include state-by-state budget management, multi-retailer dynamic creative, first-party Target sales data access, campaign lift reporting, and Target Circle BYBE offer management—all designed to drive volume while respecting trade regulations.
What is the ROI of investing in Target Circle promotions?
DIGITS data shows Target Circle delivers an average 2.3X ROI with 3.7 incremental sales ratio—outperforming traditional TPCs and other promotional vehicles. Circle offers drive 13% average sales lift with only 17% markdown rates (versus 33% for TPCs), making Circle one of the most efficient promotional investments at Target.
What is 3P media and how does it complement Roundel?
Third-party (3P) media extends Target’s first-party Roundel audiences to additional inventory and channels beyond Target’s owned placements. DIGITS recommends allocating 10-20% of retail media budgets to 3P tactics like programmatic display, CTV, and in-store mobile ads to reach shoppers during the 3+ hours daily they’re not in Target’s ecosystem.
What is the difference between Roundel managed service and Roundel programmatic?
Roundel managed service offers full-service campaign management by Target’s team with higher minimums and longer lead times. Roundel programmatic gives brands direct control through DIGITS’ managed DSP, using Target’s first-party audiences with flexible budgets, faster execution, custom creative, and vendor income credit—ideal for agile, cost-effective campaigns requiring quick optimization.
How much should CPG brands invest in retail media?
DIGITS recommends investing 1-5% of total retail sales volume into retail media campaigns, with 10-20% allocated to third-party tactics complementing first-party platforms like Roundel. For alcohol brands specifically, this investment ratio drives optimal volume growth while maintaining efficient ROAS. Budget allocation should balance awareness, consideration, and conversion objectives across the shopper journey.
Can DIGITS help brands that don’t sell at Target?
Yes, DIGITS is a national retail media agency. While Target expertise is our cornerstone, DIGITS supports brands across Walmart Connect, Instacart, regional grocers like Schnucks, and emerging retail media networks. We also manage marketplace search and display on platforms including Drizly, Shipt, and UberEats. Our grocery and CPG specialization translates across omnichannel retail environments beyond Target.
What is digital shelf optimization and why does it matter?
Digital shelf optimization ensures product content, imagery, and item data meet quality standards for organic search ranking on retailer websites. DIGITS audits content quality (not just quantity scores), fills missing item data, and applies best practices to improve discoverability. Strong digital shelf presence directly impacts conversion rates and reduces dependency on paid media.
How does DIGITS measure campaign success and report results?
DIGITS provides comprehensive reporting including attributed sales, incremental lift analysis, ROAS, iROAS, market share impact, and competitive benchmarking. With exclusive Target first-party sales data access, we deliver campaign lift reports comparing pre/post performance by channel and item. Monthly business dashboards track ongoing performance against KPIs, enabling continuous optimization and strategic pivots.
How can I get a Target Circle market share report from DIGITS?
DIGITS offers free customized Target Circle market share reports showing all Circle offers run in your category, competitor promotional activity, discount strategies, and offer volumes. Request your report through the DIGITS website by providing your brand name, Target department, pyramid category, and Circle category for personalized competitive intelligence.
What types of brands does DIGITS work with?
DIGITS partners with CPG, alcohol, retail, and emerging brands across categories including grocery, household goods, beauty, beverage, personal care, apparel, and health. We work with both established Fortune 500 brands and growth-stage companies expanding into retail media for the first time. DIGITS also supports retailers—from national chains to regional grocers—in developing and scaling their own retail media networks.
Can DIGITS help brands launch or manage a Retail Media Network (RMN)?
Yes. DIGITS works with retailers and distributors to design, launch, and operate retail media networks from the ground up. Services include business case modeling, ad product development, sales enablement, media operations, and measurement setup. We currently serve as Agency of Record for multiple regional grocers, supporting RMN operations and brand partnerships.
Does DIGITS offer consulting or training for retail media teams?
Yes. DIGITS offers custom consulting, workshops, and team training for brands and retailers looking to level up their internal retail media knowledge. Our experts help teams evaluate and compare RMNs, build internal investment frameworks, strengthen cross-functional collaboration between media and sales teams, and develop playbooks for merchant alignment and data use tailored to your company’s maturity stage.
How can I get started with DIGITS?
If you’re a brand or retailer looking to scale your retail media performance, contact the DIGITS team to schedule a strategy consultation. We’ll review your current setup, identify growth opportunities, and create a roadmap for driving measurable results across Target, Roundel, and your broader retail ecosystem. Visit digitsagency.com/contact or email info@digitsagency.com.
