Looma
Looma is an enterprise in-store digital media platform deploying co-located screens and educational video content inside grocery, wholesale-club, and specialty retailers, monetizing via retailer platform fees and CPG brand advertising across over 7,000 screens.
- Company typePrivate
- Founded2018
- HeadquartersDurham, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Looma does
Looma (legal entity The Looma Project, Inc.) is a Durham, North Carolina-based in-store digital retail media platform founded in 2018. The company deploys proprietary screen hardware and a remote content management platform inside grocery, wholesale-club, and specialty retail stores, organizing its offering into three screen formats: Atmospherics (entrance, overhead, checkout), High Value Space Screens (co-located with merchandise), and In-Aisle Interactives (recommendations, product information, recipes). Looma's core technical differentiator is the Relay™ content marketplace, which connects retailers and brands with independent filmmakers — anchored by a partnership with two-time Oscar-winning Breakwater Studios — to produce educational, point-of-decision video content rather than repurposed TV advertising. The platform also includes a Full-Funnel iROAS measurement system that attributes value across awareness, discovery, conversion, and loyalty stages, and an AI-powered Digital Sommelier recommendation feature launched at BJ's Wholesale Club in January 2026.
Looma monetizes through a B2B2C model with three revenue streams: recurring enterprise platform fees from retailers for screen deployment and ongoing operations, advertising spend from CPG brands running campaigns on the in-store network, and content creation services routed through the Relay™ marketplace. The company sells exclusively via direct enterprise field sales, securing long-term contracts with named retailers including Kroger (~600 stores), BJ's Wholesale Club, Harris Teeter, Total Wine & More, Schnucks, Lowes Foods, H-E-B, and Giant Eagle. Brand-side advertisers include Tyson Foods, General Mills, Anheuser-Busch, Unilever, and Procter & Gamble. Across ~1,100 retail locations and over 7,000 deployed screens, Looma reaches approximately 27 million shoppers monthly and has reported 1–3% retailer category lift, 2x+ end cap productivity, 20–80% brand sales lift, 3–5x full-funnel iROAS, and 440% growth in per-screen incremental sales since inception. The company has raised approximately $13 million to date, most recently a $10 million Series B led by Staley Capital in December 2025 alongside a $3 million Silicon Valley Bank credit facility, with prior capital from YETI Capital, family offices, Triangle Tweener Fund, Cofounders Capital, Carolina Angel Network, and Praxis.
Looma firmographics
Firmographics- Name
- Looma
- Legal name
- The Looma Project, Inc.
- Website
- https://theloomaproject.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Looma is an enterprise in-store digital media platform deploying co-located screens and educational video content inside grocery, wholesale-club, and specialty retailers, monetizing via retailer platform fees and CPG brand advertising across over 7,000 screens.
- Ownership category
- akta.pro rank
Looma industry classification
Industry- Product category
- Retail Media Technology
- NAICS
- Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Enterprise/Creator Video Hosting & OTT SaaS Platforms (MPACAAAL)
Keywords
Where Looma is headquartered
LocationHeadquarters
- HQ city
- Durham
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Looma business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Retailer Platform Fees: Looma provides retailers with an enterprise-grade in-store media network, charging platform fees for screen deployment, content management, and ongoing operations. Retailers benefit from 1-3% category lift and 2x+ end cap productivity.
- Brand Advertising Revenue: CPG brands (Tyson, General Mills, Anheuser-Busch, Unilever, P&G) pay to advertise on in-store screens. Brands see 20-80% sales lift and 3-5x full funnel IROAS. Major brands have seen significant returns on ad spend.
- Content Creation Services: Through Relay™ marketplace, Looma connects brands with filmmakers and creators for authentic educational content, monetizing the content creation ecosystem.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Looma product offering
Product offeringCore offering
Looma is an enterprise-grade in-store retail media platform that deploys customized digital screens (Atmospherics, High Value Space Screens, and In-Aisle Interactives) co-located with merchandise inside grocery, wholesale, and specialty retail stores. It delivers authentic educational and storytelling content through its Relay™ creator marketplace and provides full-funnel performance measurement for retailers and CPG brand advertisers.
Product overview
Looma is an enterprise-grade in-store retail media platform offering a unified solution with three distinct screen types: Atmospherics (high-value atmospheric displays in unmerchandised spaces), High Value Space Screens (merchandise-co-located promotional displays), and In-Aisle Interactives (problem-solving interactive screens). The platform is powered by Relay, a global marketplace of independent creators specializing in point-of-decision content. Key features include Digital Sommelier (AI-powered wine and cocktail recommendations) and Full-Funnel iROAS Measurement system for performance attribution across awareness, discovery, conversion, and loyalty stages. The platform emphasizes co-located media and merchandise integration with authentic, educational content.
Differentiator
Problem solved
Functional benefit
Brands
- Relay™: A global marketplace of independent creators who specialize in content optimized for the point-of-decision. Relay powers Looma's in-store media experience.
Products and services
- Looma Platform End-to-end in-store media network offering three screen types (Atmospherics, High Value Space Screens, and In-Aisle Interactives) co-located with merchandise, with remote content management and full-funnel performance measurement for major retailers and CPG brands.
- Relay Global marketplace of independent filmmakers and creators producing authentic, educational storytelling content optimized for the point-of-decision, developed in partnership with Breakwater Studios and informed by academic research.
Quantifiable outcome
- 1-3% category lift for retailers
- +5 more outcomes
Companies that use Looma
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles2 records
Looma technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature4 records
Looma partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core, minor and flagship.
- Breakwater Studioscore2-time Oscar Award Winning studio partnered with Looma for docu-style branded content creation through the 'YETI Presents' initiative, providing premium content production capabilities.
- JoAnn Sciarrino (University of Texas)minorAcademic research partner providing insights on brand attachment theory applied to in-store media content strategy.
- Ryan Buell (Harvard Business School)minorAcademic advisor providing HBS research on transparency's impact on consumer behavior, informing content development approach.
- KrogerflagshipMajor retail partner with deployment across nearly 600 Kroger stores in wine and spirits departments. Multi-year pilot successfully increased category growth and customer satisfaction before national expansion.
- BJ's Wholesale ClubflagshipExpanded partnership adding in-aisle interactive screens and AI-powered Digital Sommelier recommendation tools across all clubs with beer, wine, and liquor departments.
- Harris TeetercoreGrocery retail partner featuring digital end caps and atmospheric screens across store locations.
- Total Wine & MorecoreSpecialty retailer partner for wine and spirits digital media content and storytelling.
- SchnuckscoreMidwestern regional grocery chain partner with in-store digital media network deployment.
- Lowes FoodscoreRegional grocery partner with atmospheric and high-value space screens deployed.
- H-E-BcoreTexas-based regional grocer partner for beer and wine brand storytelling content.
- Tyson FoodscoreBrand advertising partner featuring brand content on Looma's in-store network.
- General MillscoreMajor CPG brand advertising on Looma's retail media platform.
- Anheuser-BuschcoreBeverage brand partner with sponsored in-store content campaigns.
- UnilevercoreGlobal CPG brand advertising on Looma's retail media network.
- Procter & GamblecoreMajor CPG advertiser with brand content across Looma's in-store digital touchpoints.
- Giant EaglecoreGrocery retail partner with loyalty-driven retail media strategy collaboration, integrating customer loyalty data in advertising and purchase planning.
- Path to Purchase InstituteminorIndustry organization featuring Looma case studies and press coverage in their publication.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Looma competitors and assessment
Company assessmentDirect peers
- Perch: Perch deploys in-store interactive digital displays that combine product discovery, education, and content marketing for retail partners. It is one of the closest direct comparables to Looma's in-aisle interactives and high-value space screens, serving similar retail and brand audiences.
- Cooler Screens: Cooler Screens installs digital screens on grocery cooler doors, transforming them into an in-store media surface with advertising and product content. It is a direct competitor to Looma in deploying screens inside grocery stores for retailer monetization and brand advertising.
- Aisle Labs (Swiftly): Swiftly (formerly Aisle Labs) provides in-store digital media, analytics, and shopper engagement tools for grocery retailers. Its in-store retail media and analytics stack overlaps materially with Looma's in-store screen network and category-lift measurement approach.
Broad incumbents
- Stratacache: Stratacache is a large-scale digital signage, in-store media, and customer engagement technology provider serving retail and other verticals. It competes with Looma across the broader in-store digital signage category, with deeper enterprise reach but a less retail-media-specialized offering.
- VusionGroup (formerly SES-imagotag): VusionGroup is a global digital retail infrastructure company providing electronic shelf labels, in-store digital solutions, and retail media platforms. It is a broader incumbent competing for the same in-store digital media budget that Looma targets, with a much larger international footprint.
- Instacart Ads (Carrot Ads): Instacart's Carrot Ads platform is one of the largest retail media networks, monetizing CPG brand spend at digital point-of-decision. It competes for the same CPG advertising wallet Looma targets, with deeper digital attribution and a broader grocery footprint.
- Criteo: Criteo is a global commerce media platform with significant retail media network partnerships and advertising technology for CPG brands. It is a broader incumbent competing for the same in-store and digital retail media budgets Looma addresses, with deeper capital and broader brand relationships.
Emerging players
- Vibenomics: Vibenomics operates an in-store audio and digital media network for retailers, enabling advertisers to reach shoppers at the point of decision. It addresses the same in-store retail media opportunity as Looma but via audio rather than visual screens, making it an adjacent emerging player.
- Neptune Retail Solutions (formerly Quotient Technology): Neptune Retail Solutions is a digital media and promotions platform connecting brands, retailers, and shoppers through targeted offers and retail media. It competes for the same CPG advertiser budgets targeting in-store and digital retail audiences that Looma serves.
Others
- Kroger Precision Marketing: Kroger Precision Marketing is the retailer-owned media network of Looma's largest customer. It represents both a channel for Looma's in-store screens and a potential competitive threat as Kroger expands its owned in-store and digital media capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Looma social profiles
Digital presenceLooma financial estimates
Financial estimateRevenue estimate
Valuation estimate
Looma leadership team
Management profileNumber of profiles
Profiles12 records
Looma funding detail
Funding detailFunding overview
Funding rounds9 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Looma M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Looma
What does Looma do?
Looma is an enterprise-grade in-store retail media platform that deploys customized digital screens (Atmospherics, High Value Space Screens, and In-Aisle Interactives) co-located with merchandise inside grocery, wholesale, and specialty retail stores. It delivers authentic educational and storytelling content through its Relay™ creator marketplace and provides full-funnel performance measurement for retailers and CPG brand advertisers.
Is Looma a public or private company?
Looma is a private company. It is classified as venture growth investor backed and is currently operating.
When was Looma founded?
Looma was founded in 2018. It employs 11 to 50 people.
Where is Looma based?
Looma is headquartered in Durham, United States, in the North America region.
How does Looma make money?
Three revenue lines are on record. Retailer Platform Fees are the primary driver. The others are brand Advertising Revenue and content Creation Services.
Who are Looma's main competitors?
Direct peers on record are Perch, Cooler Screens and Aisle Labs (Swiftly). Broad incumbents are Stratacache, VusionGroup (formerly SES-imagotag), Instacart Ads (Carrot Ads) and Criteo. Emerging players are Vibenomics and Neptune Retail Solutions (formerly Quotient Technology). Kroger Precision Marketing is listed as an others.
Does Looma have an API?
No public API is recorded for Looma.
What industry is Looma in?
Looma's product category is Retail Media Technology. Its primary akta.pro industry code is MPACAAAL, Enterprise/Creator Video Hosting & OTT SaaS Platforms. Its NAICS code is 54183 and its SIC code is 7311.