Sponsored By

Cub Foods makes personalization play

More shopper-relevant digital ads, retail media expected via CitrusAd platform

Russell Redman

November 15, 2021

2 Min Read
Cub Foods storefront banner-closeup.jpg
For Cub, the CitrusAd technology stands to provide more personalized online shopping experiences for customers based on their preferences and purchase history.Cub Foods

Cub Foods aims to foster more personalized online shopping experiences with the help of the CitrusAd e-commerce advertising platform.

Plans call for Stillwater, Minn.-based Cub to integrate with CitrusAd’s technology to tailor retail media to shopper preferences and purchase history, CitrusAd said Monday. In turn, Cub’s suppliers stand to benefit as the grocer’s first-party, real-time data from its website and loyalty program will work with CitrusAd’s algorithms to identify shopper preferences and serve relevant sponsored product ads, optimizing marketing campaigns and reducing ad waste, according to CitrusAd. 

“Our work with CitrusAd provides our supplier community with a fully transparent, self-serve platform for e-commerce marketing automation and personalization with clear ROI analytics,” Chad Bersie, director of e-commerce for Cub Foods, said in a statement. “Marketers have always looked for closed-loop analytics. We are thrilled to provide CitrusAd’s direct measurement tool that clearly demonstrates clicks from each ad campaign to cart sales.” 

CitrusAd-Cub Foods targeted website ads.jpg

CitrusAd’s algorithms combine with real-time data from Cub's website and loyalty program to serve relevant sponsored product ads to customers.

Part of grocery distributor United Natural Foods Inc., Cub Foods has a retail network of 80 supermarkets, primarily in the Twin Cities market, with one Illinois store. The retailer also has 28 Cub Wine & Spirits and Cub Liquor locations in Minnesota.

Related:Cub Foods balances online, in-store shopping experiences

St. Petersburg, Fla.-based CitrusAd noted that Cub supplier partners can tap its scalable, self-serve advertising platform for campaigns such as display banners, sponsored product ads and brand pages to reach shoppers at the digital point of purchase when they are making relevant category selections. Online retail media can grow both on-site and in-store sales, and the e-commerce sales surge over the past year has more brands seeking convenient ways to launch and measure targeted campaigns.

“Strong data leveraged in a powerful and seamless manner can always improve results. By Cub tying their first-party data to our technology, brands can connect with shoppers without compromising consumer privacy or security in real time,” according to Brian DeCoveny, senior vice president of retail media Partnerships for CitrusAd. “So much can be accomplished with this level of personalization, especially as marketers move away from third-party cookies.”

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

Stay up-to-date on the latest food retail news and trends
Subscribe to free eNewsletters from Supermarket News

You May Also Like