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Albertsons Cos., RRD Eye Marketing Transformation

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Boise, Idaho-based Albertsons Companies has expanded its partnership with RRD to transform its promotional marketing and grocery merchandising. 

To drive customer loyalty, Albertsons is reaching its audience beyond transactions through localized and omnichannel marketing efforts supported by RRD.

Leveraging a number of proprietary retail marketing technologies, RRD will enhance the velocity and execution of personalized promotions at scale to increase return on promotion and engaging Albertsons’ customers with high-quality content. RRD’s global footprint enables effective localized solutions at a greater scale.

“Our goal is to fundamentally elevate the shopper experience for Albertsons customers by reaching them with the right message, on the right channel, at the right time,” said Al duPont, chief commercial officer, RRD. 

“We’re taking a highly targeted approach to provide Albertsons Cos. customers with personalized, relevant information that speaks to their preferences and inspires their lifestyle and well-being.”

By integrating multiple business platforms, RRD brings innovation through an end-to-end offering that aligns with all facets of creative and content – ranging from photo and video creation to production, print and delivery. 

Layering in technology, processes and automation, RRD creates circular pages, retail signage, as well as promotional, email and social media content to empower localized and omnichannel marketing efforts.

“Customer shopping habits are unique to their local markets and their patterns are constantly evolving,” said CMO Sean Barrett for Albertsons. 

“Understanding the importance of these intricacies and having the ability to personalize and scale is a key opportunity to reach our loyal and valued customers in ways they prefer.”

About Albertsons Cos.

Albertsons Cos. is a leading food and drug retailer in the U.S. As of December, the company operated 2,271 retail food and drug stores, with 1,726 pharmacies, 401 associated fuel centers, 22 distribution centers and 19 manufacturing facilities. 

The company operates stores across 34 states and the District of Columbia with 24 banners, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci’s Food Lovers Market.

In 2022, along with the Albertsons Companies Foundation, the company contributed more than $200 million in food and financial support, including more than $40 million through its Nourishing Neighbors Program.

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About the author

Sommer Stockton

Web Editor

Sommer joined The Shelby Report in January 2022 after graduating from Brenau University in Gainesville, GA with a B.A. and M.A. in Communications and Media Studies. Sommer is excited to learn about the grocery industry and share her findings with The Shelby Report's readers!

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