Chicago-based Peapod Digital Labs has expanded the media partnerships and capabilities available to consumer-packaged goods companies through its AD Retail Media arm. The new capabilities enable CPGs to reach connected customers through both digital and in-store avenues.
“Over the past two years we’ve seen a shift in how consumers shop. While we believe online demand will continue to grow, we know that customers and CPGs want to have an omnichannel experience that brings both digital and in store elements together,” said Bobby Watts, VP, head of e-commerce merchandising for AD Retail Media. “As we evaluated the omnichannel experience, we saw an opportunity to strengthen our in-store capabilities to deliver a more seamless omnichannel offering to both customers of the brands we support and CPG partners.”
The announcement comes at a time of growth in the grocery industry, including 105 percent two-year online sales growth across Ahold Delhaize USA companies in 2020 and 2021.
“This is the best time in the history of grocery for brands to invest in retail media,” Watts said. “At AD Retail Media, we’ve worked with our partners to deploy an enhanced set of retail media offerings that will enable deeper relationships with customers in ways that complement their shopping experience.”
The capabilities include enhanced partnerships and capabilities, including:
- Partnering with Catalina to create additional opportunities for the in-lane media channel, as well as digital circular personalization.
- Partnering with Neptune Retail Solutions to add sign, display, shopping cart and shelf-impact ads at an additional 390 local brand stores. With this expansion, NRS’ unique suite of data-driven, omnichannel tools are in place to connect with customers in more than 1,800 of Ahold Delhaize USA brands’ store locations.
“We are excited about this expansion of our shopper marketing relationship with Ahold Delhaize USA brands and look forward to helping all of their retail brands in the U.S. own and operate their in-lane channel as part of their media network,” said Kevin Hunter, chief commercial officer and head of innovation at Catalina. “We have very consciously been disrupting our own business model in recent years and are now operating very differently than we have in the past to become a more valued and strategic partner to our retail, CPG brand and agency customers.”
Peapod Digital Labs is the digital, e-commerce and commercial engine of leading grocery retail group Ahold Delhaize USA. As the innovation lab for the U.S. brands such as Food Lion, Giant Food, The Giant Company, Hannaford and Stop & Shop, Peapod Digital Labs promotes digital and e-commerce innovation, technology and experience to meet the changing needs of customers of each Ahold Delhaize USA local brand, regardless of when, where and how consumers choose to shop.
For more information, visit peapoddigitallabs.com.
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