With grocery shopping increasingly a digital affair, supermarket giant Albertsons Cos. has launched a retail media network called the Albertsons Media Collective.
Developed with digital advertising specialist CitrusAd and customer experience management firm Merkle, the Albertsons Media Collective will provide “shopper-centric and engaging” branded content to customers across Albertsons’ digital properties, the Boise, Idaho-based food and drug retailer said yesterday. On the flip side, the network — led by Kristi Argyilan, senior vice president of retail media for Albertsons Cos. — will offer consumer packaged goods (CPG) partners a digital marketing platform and omnichannel solutions, with a focus on connecting brands with their most loyal shoppers.
“We are thrilled to be able to create a differentiated retail media network that will allow our customers to engage with the food and brands they love,” Argyilan said in a statement. “Albertsons Media Collective will further our goal of bringing brands and our customers together by delivering an unrivaled vendor and customer experience and truly reimagining marketing for what’s next.”
The retailer said the Albertsons Media Collective will open up native display and sponsored product inventory throughout the company’s websites. Media opportunities include ad placements on Albertsons Cos.-owned digital properties such as homepages, departments, categories and subcategories, email, search, mobile apps and pharmacies, as well as on off-site targeted ad placements.
Plans call for brand campaigns to start on Feb. 27, 2022, Albertsons reported. The company noted that the new retail media network will give CPG partners access to some of the most valuable positions across its websites and apps, reaching more than 100 million shoppers as well as the 27 million-plus members of the Just for U loyalty program.
The nation’s second-largest supermarket retailer, Albertsons Cos. operates 2,278 food and drug stores in 34 states and the District of Columbia under more than 20 retail banners, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci's Food Lovers Market. The company’s retail operations also include 1,725 pharmacies and 401 fuel stations.
The Albertsons Media Collective makes its debut just three weeks after rival The Kroger Co. launched the Kroger Private Marketplace, a private programmatic advertising marketplace for CPG brands and marketers. Part of Kroger Precision Marketing, the grocer’s retail media business, and powered by Kroger’s 84.51° data analytics arm, the marketplace enables CPG brands and ad agencies to reach shoppers by applying Kroger audience data to programmed campaigns within their preferred ad-buying platform.
Also last month, Southeastern Grocers tapped customer data science firm dunnhumby to power SEG Connects, the retailer’s media business. Through SEG Connects, CPG companies can connect with the customers of Southeastern Grocers’ Winn-Dixie, Harveys Supermarket and Fresco y Más retao; banners by putting brands in front of the shoppers they want to reach in stores, online and via mobile devices.