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Giant Eagle ups its digital media game

New platform to deliver more personalized offers to shoppers

Russell Redman

March 15, 2019

2 Min Read
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Giant Eagle has launched a digital media platform that enables vendor partners to target its shoppers with personalized offers and more relevant advertising.

Called Giant Eagle Advantage Media, the platform is powered by Mountain View, Calif.-based Quotient Technology. Under an expanded relationship announced Friday, Quotient is now Giant Eagle’s exclusive partner for executing shopper media programs on GiantEagle.com and off-platform that use the Pittsburgh-based retailer’s customer data.

Giant_Eagle_Advantage_Card.pngThe new digital media platform leverages Giant Eagle customer data.

Quotient and Giant Eagle said the solution will provide consumer packaged goods (CPG) firms a range of digital media options for driving in-store and online sales, supporting new product launches and shopper themes, building brand loyalty and highlighting in-store events. Shoppers will receive digital ad messages and promotional savings tailored to what they need and want, the companies noted. 

“Giant Eagle Advantage Media will transform CPGs’ and Giant Eagle’s ability to connect Giant Eagle customers with the best available offers, contextually relevant to them, in the channels and times they prefer,” Graham Watkins, senior vice president and general manager of e-commerce at Giant Eagle, said in a statement. “Expanding our partnership with Quotient to now offer a digital media platform that includes advertising is a natural extension of years of working together on digital promotions.”

Related:Telehealth stations earmarked for Giant Eagle stores

The Quotient Retailer iQ platform has been integrated at Giant Eagle stores for the past several years. The solution links to the retailer’s point-of-sale system and uses proprietary purchase data and online behavior data — including coupon activation data from Quotient’s Coupons.com website — to deliver personalized digital offers to Giant Eagle customers.

Quotient said it will work with CPGs, their agencies and Giant Eagle to devise digital ads and promotional campaigns, design and execute media, measure the sales impact, and leverage shopper data collected through the platform. Ad experiences will include embedded coupons and offers, product galleries and support for Giant Eagle in-store specials. Messaging will be delivered across GiantEagle.com, Giant Eagle’s mobile and social channels, Coupons.com and third-party properties using Giant Eagle shopper data for targeting. 

“For CPGs wanting to reach Giant Eagle shoppers with the most appropriate message and offer, this new digital platform is a game changer,” according to Chad Summe, chief operating officer at Quotient.

Related:Giant Eagle closes purchase of Ricker’s

Overall, Giant Eagle has 216 Giant Eagle supermarkets and more than 250 GetGo and Ricker’s convenience/fuel locations in Pennsylvania, Ohio, West Virginia, Maryland and Indiana.

The chain marks the fourth large grocery retailer that has partnered with Quotient over approximately the past year. Albertsons Cos., Ahold Delhaize USA’s Peapod Digital Labs and Southeastern Grocers launched digital media hubs with Quotient in 2018.

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

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