- Albertsons Media Collective, the grocery store’s retail media arm, announced this week the launch of a pilot program wherein it’s replacing its traditional digital circular ads with interactive digital circular ads across Facebook and Instagram.
- The dynamic and shoppable ad campaign pilot, which involves a partnership with Meta and promoting services company Kargo, will feature general merchandise, health and sweetness care products.
- Albertsons said the brand new campaign provides shoppers with an interactive digital experience that connects them to their local store to clip offers and add products to their shopping lists.
Albertsons’ retail media arm positioned the pilot as a way for the grocery store to attach with more consumers and transform digital circular ads to spice up shopper attention to them.
With the campaign, Albertsons Media Collective said it’s combining product and promotional data. This merger allows for “advanced targeting, actionable content and measurable performance,” in response to a LinkedIn post from the corporate.
Albertsons Media Collective said that it plans to expand the dynamic ad campaigns to display and connected TV in addition to dynamic localization and personalization, saying those additions are expected to “higher engage shoppers and drive sales.”
Albertsons’ work on digital circular innovation comes at a time when grocers are rethinking their circulars, with some embarking on a print-to-digital switch. Kroger, for instance, decided earlier this 12 months to phase out home delivery of printed circulars in regions across the country and transition those customers over to a digital format.
Other grocers, though, aren’t ready to offer up printed ads. Earlier this 12 months, Giant Eagle resumed mailing printed weekly circulars within the Cleveland area and Pittsburgh. More than half (55%) of surveyed retailers found print circulars very effective, per a report last 12 months from FMI —The Food Industry Association.
Digital ads have also faced some backlash from consumer rights groups who claim that digital-only deals should not as accessible to consumers who may not have adequate web access or who should not tech savvy.
The give attention to circular ads is only one facet of the growing effort by grocers to spice up retail media offerings. Sprouts Farmers Market, Save Mart and Northeast Grocery have all debuted retail media networks this 12 months.
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