The Independent Grocers Alliance has launched a new, enhanced “Family Meals Made Easy” recipe platform on the IGA website.
Powered by Grocery Shopii, the new platform provides curated recipes designed to make meal planning more accessible and convenient for shoppers and more impactful for IGA’s independent grocery retailers who can share the shoppable content across their owned media platforms.
At the same time, the platform enables IGA to better meet the objectives of its Red Oval partners, a select group of CPG companies that partner with IGA to help independent grocery retailers increase sales with tailored marketing campaigns for shoppers.
The “Family Meals Made Easy” recipe platform is a new digital enhancement to a suite of tools IGA offers to independent retailers to highlight ready-to-eat and ready-to-heat offerings in store. The new, enhanced digital recipe platform incorporates a number of innovative solutions designed to make shoppers’ meal planning experience faster, smarter and more fun, including:
- Curated seasonal recipe content featuring the nation’s top brands and recipe influencers;
- Nutritional and serving size information; and
- Shopping list functions for in-store shopping.
The recipe content will be used across IGA-owned media channels, including its website, the Recipe Club newsletter, the IGA National Digital Ad and social media.
“Online recipes are increasingly important for at-home meal planning and grocery shopping, with more than half of shoppers using online recipes more now than last year. Recipes are among the highest performing content a brand can share online,” said Michael La Kier, IGA’s VP of brand development.
“The new Family Meals Made Easy platform will transform recipe content into more engaging moments that translate into increased shopper satisfaction and sales for CPGs and our independent retailers alike.”
“IGA is giving food brands the opportunity to get in front of a shopper in the micro-moment when they are making a decision on what they will cook for dinner tonight,” said Katie Hotze, CEO of Grocery Shopii.
The launch of the Family Meals Made Easy platform is Phase I of a broader plan that will enable IGA members to host the same recipes on their own e-commerce websites, where shoppers can use the platform to meal plan and complete purchases.
“The end goal is to empower our independent grocery retailers with a new channel that generates engaging content for shoppers and more revenue for the retailer,” La Kier said.
“The Family Meals Made Easy platform is one of many new ways we’re working with CPG partners to attract shoppers and increase sales at independent grocery retailers, which represent over one-third of the grocery industry with more than $250 billion.”
The Independent Grocers Alliance (IGA) was founded in 1926, bringing together independent grocers across the U.S. to ensure that the family-owned local grocery store remained strong in the face of growing chain competition.
IGA is the world’s largest voluntary supermarket network with aggregate worldwide retail sales of more than $43 billion per year. The alliance includes more than 6,300 stores globally, with operations in 46 states and more than 25 countries, commonwealths and territories.
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