US Retailer Albertsons Launches Targeting Service

US retail chain Albertsons is using point-of-sale data from more than 2,300 stores as the foundation for a new marketing service to help supplier partners optimise their promotions.

'Albertsons Performance Media' has been developed with digital analytics firm Quotient Technology, and will allow suppliers to target ads through the grocer's own digital channels, as well as through Quotient's and other digital properties; and to measure the results by linking ad views to shoppers' verified purchases. According to www.supermarketnews.com , the service has performed well in tests with around sixty suppliers.

Just three months ago, rival chain Kroger launched a cross-channel personalization solution called Precision Marketing, via its data provider 84.51 degrees, and the new service is similar.

Albertsons Senior VP of Digital and e-commerce Narayan Iyengar said the launch was 'a significant milestone in our journey to being more tightly integrated in the digital grocery ecosystem', adding: 'with this capability, we aspire to deepen our digital relationships with our CPG vendor partners while also being more relevant to our digitally savvy customers..

The Boise, Idaho-based chain is online at www.albertsons.com .

Quotient, which is based in Mountain View, CA, already works with CPG companies including Procter & Gamble, General Mills and Kellogg's, and with retailers including CVS, Dollar General, Kroger itself, and Walgreens. Web site: www.quotient.com .