Last updated on June 9th, 2023 at 04:48 pm
Pittsburgh-based Giant Eagle announced the launch of Leap Media Group, an internally-developed retail media network that taps into the retailer’s engagement with more than four million households driven by its myPerks loyalty platform.
Leap Media Group allows brands to leverage the insights garnered through its loyalty programs to reach consumers during decision-making moments. After more than 30 years of delivering loyalty for the business and value for its customers, Giant Eagle’s loyalty platform remains an innovative tool for the company and external partners can now tap into that value.
Based on insights about the audience, which also includes more than 14 million consumers, brands can connect them through an omnichannel experience that spans online properties and apps than 470 stores throughout western Pennsylvania, north central Ohio, northern West Virginia, Maryland and Indiana.
“At Giant Eagle, we are constantly innovating and refining how we engage with our loyal customers and work with our brand partners. While we’ve long been a pioneer in customer loyalty, and have cultivated relationships with three generations of shoppers, today’s consumer is searching for the best products in new ways,” said Damian Scott, EVP, retail media and front-end digital.
“Brands have recognized this, too, and are shifting their media spend away from traditional platforms to retail networks since they provide more measurable and addressable results. With Leap, we have accomplished something no other food retailer of our size has by providing a best-in-class retail media network that allows brands to better engage with and improve the shopping experience for what is essentially a new audience. Our hybrid model allows engagement to occur across any of our owned omnichannel properties, online or offline.”
Leap provides a one-stop shop for engagement in a privacy-conscious way and includes solutions spanning in-store, out-of-home, social, influencer content, traditional and connected TV. It allows brands to place their messages in the key locations and add personalization, create seasonal programs and measure impact, all while leveraging Giant Eagle’s portfolio of high-quality supermarket, pharmacy and convenience store shopping experiences.
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