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03/16/2021

Ahold Delhaize helps launch CPG promotional tool

Dan Berthiaume
Senior Editor, Technology
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Ahold Delhaize USA isn’t just the co-developer of the new Quotient promotion amplification solution, it’s also a client.

Peapod Digital Labs, the digital, e-commerce and commercial platform for Ahold Delhaize USA, is partnering with digital media and promotions technology company Quotient to release a new promotion amplification tool as part of the vendor’s Retailer Performance Media Platform. Ahold Delhaize’s U.S. brands - Food Lion, Giant Food, The Giant Company, Hannaford, and Stop & Shop - are the first to offer it through the Ahold Delhaize AD Retail Media platform for CPG marketers.

The new solution combines retailer POS and loyalty card data with weekly retailer temporary price reduction (TPR) pricing feeds to target and automate digital media to specific audiences at a particular time. This triggers programmatic digital media on Quotient’s media platform that includes the specific information for each promotion and leverages flexible, custom creative from the brand. 

Media is delivered to granular audiences in an effort to amplify the TPR that the CPG advertiser is offering that week, only while it is available. Performance of the amplified TPR can be tracked through to the impact on sales.

The promotion amplification tool aims to drive omnichannel awareness of all TPRs through automated and measurable digital media triggered when the promotion is active. This, in turn, is designed to generate incremental store trips and increased basket sizes. 

CPG beverage and snack provider PepsiCo, which participated in a test of the new tool, reported it obtained the ability to reach shoppers digitally and notify them of an existing sale when a product might not have been included in a weekly ad or email. This combination of marketing and trade plans drove 6.4% sales lift.

“As we think about serving omnichannel customers, we have an even greater opportunity to connect customers to savings by delivering them through all the channels customers are shopping,” said Mark Williamson, VP and head of media partnerships for Peapod Digital Labs. “As more consumers turn to digital solutions for their shopping needs, this new promotion amplification tool, which we are proud to pioneer with Quotient, enables Ahold Delhaize USA’s brands and their CPG partners to communicate time-sensitive savings to shoppers when and where they are most engaged. This results in a win-win, helping customers save more and boosting incremental sales. It’s a very exciting step forward for the industry and for customers.”