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Albertsons Creates Digital Marketplace That Bridges CPGs And Shoppers

Albertsons Creates Digital Marketplace That Bridges CPGs And Shoppers

Albertsons Cos., the parent company of supermarket banners including Albertsons, Safeway, Jewel-Osco and Shaw’s, pre-launched a digital marketplace for food and wellness products. The platform will provide exposure for participating vendors and handle several front-end e-Commerce functions, including search, product descriptions and ordering.

When customers browse for products in the marketplace, they will search across all appropriate vendors, and Albertsons will process the payment once a purchase is made. Individual sellers are responsible for shipping the products.

Brands selling through the channel will have access to proprietary data on food and wellness product trends generated by the marketplace, which could provide insights into how they should invest in building distribution. Additionally, they can use this data to make their case for shelf space in Albertsons stores.

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“At Albertsons Cos., we have always prided ourselves on our wide assortment,” said Narayan Iyengar, SVP of Digital Marketing and E-Commerce at Albertsons Cos. in a statement. “This offering takes our assortment size to the next level by making the aisle practically infinite. This is another example of the rapid strides we are making on building digital capabilities that serve our customers, and shows our determination to play a prominent role in the digital food and wellness ecosystem.”

Albertsons recently has been bulking up its digital offerings. In January, the grocery giant launched another tool for CPG brands in the form of Albertsons Performance Media, which helps them deliver targeted ad campaigns by providing access to shopper data. The service combines shopper audience targeting from purchasing data with creative ad units to drive sales and advanced analytics to performance by linking ad views to a shopper’s verified purchase.

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