CHICAGO, Oct. 19, 2022 (GLOBE NEWSWIRE) — Peapod Digital Labs, the digital, e-commerce and retail company of Ahold Delhaize USA, today announced plans to expand its media network – AD Retail Media – into building an up-end, in-house retail media business. AD Retail Media will leverage the market presence of Ahold Delhaize USA brands and deep customer relationships to help consumer packaged goods (CPG) partners meaningfully engage a large East Coast omnichannel customer base . Together, the brands of Ahold Delhaize USA operate more than 2,000 stores, process more than 23 million transactions per week, have nearly 24 million active loyalty card users and total more than $51 billion in annual sales. .
“Retail media already represents a significant percentage of total ad spend – with forecasts showing it will continue to grow significantly,” said JJ Fleeman, president of Peapod Digital Labs. “By bringing AD Retail Media in-house, we will create a connected go-to-market offering for CPGs based on new capabilities, simplicity and value generation. As the space continues to grow, we are proud to invest in retail media to continue to propel our businesses – and our CPG partners – forward.
With this move, Peapod Digital Labs will drive key advancements in AD Retail Media through new strategic partnerships and expanded capabilities, including:
- Launched a unified onsite and offsite platform to provide a single point of activation and measurement;
- Leverage proprietary data to create more targeted ads and improve returns on ad spend;
- Enabling a dashboard for transparently measured campaign results covering on-site and web-based transactions; and
- Improve self-service checkout to reach customers in a simple and targeted way.
AD Retail Media will become an in-house digital media agency and grow its retail media team. CitrusAd, Epsilon and Publicis Sapient from Publicis Groupe will support the set-up and scaling of the new team.
“This is a great example of Publicis Groupe’s ‘Power of One’ retail media strategy, with Epsilon, CitrusAd and Publicis Sapient all part of AD Retail’s media transformation with new talent. , expertise and capabilities,” said Thibault Hennion, Managing Director of International Operations. at Epsillon.
AD Retail Media will transition to CitrusAd, powered by Epsilon, becoming the first major retailer to launch a unified onsite/offsite platform with Epsilon’s unparalleled accuracy and reach.
“The integration with Peapod Digital Labs will allow us to work effectively together to achieve sales growth goals, reach more customers with relevant content, and invest in the customer value proposition,” said David Haase, CEO of Citrus Ad Americas.
Additionally, AD Retail Media will partner with LiveRamp Safe Haven as a data collaboration solution.
“Data collaboration has become an absolute necessity for CPG brands seeking competitive advantage. By leveraging Safe Haven technology, AD Retail Media will enable CPG partners to transform both their business outcomes and their customer experiences,” said Warren Jenson, president of LiveRamp.
Quotient will continue to be AD Retail Media’s digital coupon provider.
“These new partnerships are the start of many new features that AD Retail Media will bring to market in 2023 and beyond,” Fleeman added. “Through the improved network, we hope our partners will be able to create more relevant, measurable, real-time campaigns that produce greater ROI for both the CPG and the client.”
About Peapod Digital Labs
Peapod Digital Labs is the digital, e-commerce and commerce engine of leading food retail group Ahold Delhaize USA, a subsidiary of Amsterdam-listed Ahold Delhaize (ADRNY). As an innovation lab for American brands, Food Lion, Giant Food, The GIANT Company, Hannaford and Stop & Shop, Peapod Digital Labs promotes digital and e-commerce innovation, technology and experience to meet the changing customer needs of each Ahold Delhaize Local Brand in the United States, regardless of when, where and how consumers choose to shop. Learn more about www.peapoddigitallabs.com.
Christy Phillips Brown