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06/08/2021

Albertsons bolsters sales with rewards app partnership

Dan Berthiaume
Senior Editor, Technology
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A leading U.S. grocery conglomerate is driving sales from new and existing customers by sending personalized offers via a mobile rewards platform.

Albertsons Cos. is collaborating with the Fetch Rewards consumer loyalty and shopper rewards app to send its users personalized offers to generate market activations and customer acquisition. The partnership comes after a successful five-week pilot program aimed at driving Fetch users to shop at nearly 200 of the company's stores.

The campaign resulted in strong incremental sales from existing shoppers, and also drove a significant number of new and re-engaged Fetch Rewards app users to the stores. With the new nationwide rollout, Fetch Rewards users will soon have access to exclusive offers at Albertsons Companies grocery banners. 

Albertsons has recently been focusing on increasing sales via personalization. In April 2021, the company partnered with Adobe Experience Cloud to drive hyper-personalization, wherever and whenever a promotion is triggered. By orchestrating omnichannel promotions at the specific time a customer is engaging with them, Albertsons hopes to reduce situations where a customer forgets an item on their shopping list.

"We're constantly looking at innovative and relevant ways to engage with our customers, and after seeing such strong results, we decided to expand the Fetch Rewards pilot to additional stores," said Usman Humayun, VP of digital marketing for Albertsons Cos. "This relationship is a win-win for our company and for our customers who use Fetch to earn rewards on grocery, retail and restaurant purchases."

"Expanding our business model to include retail partners is the next step in the evolution of Fetch Rewards as we work to maximize the value and savings we deliver for our shoppers," said Jason Marker, chief growth officer of Fetch Rewards. 

As of Feb. 27, 2021, Boise, Idaho-based Albertsons operated 2,277 retail stores with 1,727 pharmacies and 400 associated fuel centers. The company operates stores across 34 states and the District of Columbia with more than 20 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets, and Balducci's Food Lovers Market.