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BOISE, Idaho — Albertsons Cos. has launched Albertsons Performance Media, a digital media tool for providing brands with proprietary shopper data.
The food and drug retailer said the solution can help drive sales across the its network of about 2,300 stores in 35 states.
Albertsons Performance Media features technology from Quotient Technology Inc., a Silicon Valley-based provider of digital coupons and coupon codes as well as display ads through digital channels.
The tool uses point-of-sale data collected from Albertsons Cos. stores and allows the retailer’s suppliers to deliver targeted ad campaigns through Albertsons Cos. own digital channels and through Quotient’s digital properties and third-party digital publishers. Also via the platform, suppliers can measure the results of those campaigns, Albertsons Cos. said in a statement on Thursday.
“The launch of Albertsons Performance Media, powered by Quotient, is a significant milestone in our journey to being more tightly integrated in the digital grocery ecosystem,” Narayan Ingra, senior vice president of digital and e-commerce at Albertsons Cos., said in a statement. “With this capability, we aspire to deepen our digital relationships with our CPG [consumer packaged goods] vendor partners while also being more relevant to our digitally savvy customers. We have had a long-standing relationship with Quotient and have been impressed with their capabilities and leadership. They were the natural choice for us to partner on this critical initiative.”
Quotient Technology already partners with Albertsons Cos. on its digital savings programs.
Albertsons Performance Media is built on three key pillars: shopper audience targeting using purchasing data; creative ad units to deliver brand equity ads and experiences across mobile, social and Web, integrated with a call to action such as a digital coupon, in-store special or add-to-cart for online purchase; and media measurement, using advanced analytics to gauge performance by linking ad views to a shopper’s verified purchase.
Albertsons Cos. said that brands using Albertsons Performance Media platform have numerous ways to activate shoppers, such as by:
• Amplifying events — Support in-store events by targeting specific Albertsons Cos. shoppers when they are planning their shopping trip.
• Supporting shopper themes — Reach the right shoppers at critical shopping times, such as Mother’s Day or back-to-school, with brand or merchant messages.
• Building brand loyalty — Amplify a national brand campaign with retail call-to-action along the digital path to purchase, such as proximity to stores or incentives over multiple purchases over time.
• Launching products — Target media and offers to drive new product trial and repeat purchases, while allowing for A/B testing, campaign impact analysis and optimization.
• Boosting e-commerce — Drive shoppers to the digital shelf.
“Albertsons Cos., with great banners such as Safeway, Jewel-Osco and Albertsons, has long worked with digital solutions to drive in-store traffic, customer loyalty and sales,” stated Mir Aamir, president and chief executive officer of Quotient Technology. “We are now thrilled to help Albertsons become a leading avenue for data-driven digital media for brands to grow sales efficiently. We’re excited to power Albertsons Performance Media with data science, media delivery and measurement, as well as integration with digital promotions, circulars and shopping lists. The potential is enormous.”
