Hy-Vee has launched a digital media network to deliver off-site media services and digital promotions, with the ability to target consumers and gauge the results at a granular level.
Under an expanded partnership with digital media and promotions specialist Quotient, the Midwestern grocer will provide display, digital out-of-home, social media and other off-site media to brands through the new Hy-Vee Digital Media Network. Brands will be able to access and use Quotient’s data to target shoppers with tailored offers and ensure they’re receiving the right offer at the right time, according to Mountain View, Calif.-based Quotient.
In addition, Quotient said, brands will be able to track the effectiveness of their campaigns, including returns on ad spend and promotional spend, and Hy-Vee and its advertisers can get insight on campaign performance versus sales.
“Quotient brings us a winning combination of industry expertise, scale, technology and data to more strategically reach and serve our customers,” Jessica Ringena, chief digital officer and senior vice president at Hy-Vee, said in a statement. “The personalized savings that this partnership will bring to our customers further expands on our promise to deliver great value and exceptional service.”
Overall, West Des Moines, Iowa-based Hy-Vee operates more than 275 stores in Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin.
Digital coupons on Hy-Vee’s website are powered by Quotient’s Retailer Promotions Platform, which the technology provider said brings customers a more personalized, convenient digital experience. Meanwhile, Quotient said its Promotion Amplification tool merges Hy-Vee’s point-of-sale and loyalty card data with its weekly sales and offers.
And on the CPG side, Quotient noted that its Retailer Performance Media platform will enable thousands of its brand clients to extend their reach and engagement of their promotions and content among Hy-Vee shoppers.
“We’re thrilled that Hy-Vee has looked to Quotient to power the next generation of its digital savings platform to provide more value to brands as well as shoppers,” commented Steven Boal, CEO of Quotient. “The partnership comes as part of the continued expansion of Quotient’s retailer network, which captures point-of-sale data and enables intelligent targeting for brand campaigns.”