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Northeast Grocery Inc. Expands Instacart Partnership

Northeast Grocery Inc. Instacart

Northeast Grocery Inc., the parent company of Price Chopper/Market 32 and Tops Friendly Markets, which recently celebrated its 60th anniversary, is expanding its partnership with Instacart. 

The two chains will use the Instacart Platform to introduce new e-commerce capabilities and launch a new retail media network using Instacart’s Carrot Ads.

The solution will allow brands to advertise on Price Chopper/Market 32 and Tops’ e-commerce platforms and apps, using Instacart Ads technology. It will also help brands expand the reach of campaigns to include Price Chopper and Tops Markets. 

With Carrot Ads, the retailers will offer display ads, in addition to Instacart’s sponsored product solution, enabling brands to promote engaging, targeted, creative banners to raise awareness and consideration of products and help to drive bigger baskets.

Price Chopper/Market 32 and Tops, which began working with Instacart for same-day delivery in 2017, have powered their e-commerce websites and apps with Instacart’s Storefront Pro since 2019.

With the expanded partnership, the company can use additional Instacart Platform technologies to make shopping online more personal for customers. This includes using machine learning technologies to deliver personalized recommendations to customers and driving increased loyalty with offerings, such as custom online coupons.

“We’re proud to expand our partnership with Instacart, demonstrating our commitment to evolving the online shopping experience,” said Diane Colgan, SVP of marketing at Northeast Grocery, in a statement.

“Through the Instacart Platform, we’re able to introduce innovative e-commerce features that enhance the customer experience with a more personalized experience, while our cutting-edge retail media network, powered by Carrot Ads, helps us connect brands directly with customers at the point of purchase. This partnership is another example of the efficiencies that our organization brings to the businesses of Price Chopper/Market 32 and Tops.”

Chris Rogers, chief business officer at Instacart, said the company is “dedicated to helping our retail partners grow by developing innovative technology solutions that help them better serve their customers.”

“Through our…partnership with Price Chopper/Market32 and Tops, we’re proud to have helped them build their e-commerce footprint from the ground up. Now, as we expand our relationship to include Instacart’s ad technology, we are opening up even more exciting possibilities for them to continue to grow their businesses while creating a more compelling and personalized experience for their customers as they browse the digital aisles.”

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