Supermarket News: Albertsons launches targeted marketing service

“Albertsons Cos. has launched a new marketing service that will seek to leverage its customer data to help its supplier partners improve the efficiency of their promotions.

The service, called Albertsons Performance Media, is powered by digital analytics and marketing firm Quotient Technology, which uses point-of-sale data collected from Albertsons’ 2,300-plus stores. The service will allow suppliers to deliver targeted ad campaigns through Albertsons’ own digital channels, as well as through Quotient’s digital properties and third-party digital publishers, and to measure the results of those campaigns.”

“‘It’s a way to target both existing customers to encourage them to buy more, and more frequently, and to attract new customers who may show a propensity to buy similar items, but maybe not that specific item or that specific segment,’ said Don Stuart, managing partner at Cadent Consulting Group, Wilton, Conn.

He also noted that Albertsons Performance Media could provide a new revenue stream for the company from the sale of the service to its suppliers, just as Kroger Precision Marketing is expected to do for Kroger.

‘I think it’s a very targeted use of their data to help manufacturers spend more efficiently and effectively, and also a way for Albertsons to make some money,’ Stuart said. ‘It’s about selling products as well as services these days.'”

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