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Ahold Delhaize USA expands CPG promotional platform

Giant Food pick up
Ahold Delhaize USA is making it easier for CPG brands to target customers.

CPG brands have new opportunities to send targeted communications to shoppers of Ahold Delhaize USA grocery banners.

Peapod Digital Labs, the digital, e-commerce and commercial platform for Ahold Delhaize USA, is expanding the media partnerships and capabilities available via the Ahold Delhaize AD Retail Media platform it offers CPG marketers. The new capabilities enable CPG companies to reach connected customers through both digital and in-store avenues.

As part of this new targeted CPG marketing initiative, the grocer is partnering with Catalina to create additional opportunities for the in-checkout lane media channel, as well as digital circular personalization.

And partnering with Neptune Retail Solutions (NRS), Ahold Delhaize USA will add sign, display, shopping cart, and shelf-impact ads at an additional 390 local brand stores. With this expansion, NRS promotional tools will be in place in more than 1,800 of Ahold Delhaize USA brands’ store locations.

Peapod Digital Labs initially partnered 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 in March 2021. Delivered via the Ahold Delhaize AD Retail Media platform for CPG marketers, it 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. 

Ahold Delhaize USA is launching these additional targeted omnichannel marketing features as it has seen 105% sales growth across its banners in 2020 and 2021.

“Over the past two years we’ve seen a shift in how consumers shop. While we believe online demand will continue to grow, we know that customers and CPGs want to have an omnichannel experience that brings both digital and in-store elements together,” said Bobby Watts, VP, head of e-commerce merchandising & AD Retail Media. “As we evaluated the omnichannel experience, we saw an opportunity to strengthen our in-store capabilities to deliver a more seamless omnichannel offering to both customers of the brands we support and CPG partners.”

“We are excited about this expansion of our shopper marketing relationship with Ahold Delhaize USA brands and look forward to helping all of their retail brands in the U.S. own and operate their in-lane channel as part of their media network,” said Kevin Hunter, chief commercial officer & head of innovation at Catalina. “We have very consciously been disrupting our own business model in recent years and are now operating very differently than we have in the past to become a more valued and strategic partner to our retail, CPG brand and agency customers.”

“We are thrilled to expand our relationship with Ahold Delhaize USA brands and continue to support them with NRS’ unparalleled knowledge accumulated from over 30 years of best in class in-store omnichannel activation,” said Bill Redmond, CEO, NRS. “We are committed to identifying opportunities to innovate with their team to add value to their shopper experiences for years to come.”

Peapod Digital Labs is the digital, e-commerce and commercial platform of grocery retail group Ahold Delhaize USA, serving as the innovation lab for Food Lion, Giant Food, The Giant Company, Hannaford, and Stop & Shop.

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