Albertsons gets personal across channels and touchpoints

Albertsons Cos. is partnering with Adobe Experience Cloud to drive hyper-personalization, wherever and whenever a promotion is triggered.

One of the largest grocers in the U.S., Albertsons operates a variety of banners incuding Safeway, Jewel-Osco, Vons, and others. In the past year, the company has introduced new omnichannel touchpoints including a pilot of robotic deliveries at Safeway, automated grocery pickup kiosks at Jewel-Osco, and real-time, artificial intelligence (AI)-based live chat and virtual assistant bots across its banners.

By properly orchestrating promotions across these channels and touchpoints, at the specific time a customer is engaging with them, Albertsons hopes to have fewer situations where a customer forgets something on their shopping list. In addition, the retailer wants to create more instances where shoppers are delighted with a targeted promotion or bundled offering.

Utilizing Adobe Analytics data, Albertsons is able to make sense of disparate sets of data and determine shopper intent as customers move among different channels. Actionable insights, available to any employee, enable every interaction to be customized and relevant. In addition, Albertsons will leverage these enhanced shopper insights to inform the development of new customer services.

“These days, it is no longer enough to simply keep pace with a changing customer base. We need to be a step ahead, looking around the corner to what people will expect in their grocery shopping experience,” said Chris Rupp, executive VP and chief customer and digital officer, Albertsons Companies.

“After growing our e-commerce business 258% year-over-year, equipping over 1,000 stores with curbside pickup, and refreshing our mobile app, we are investing now in differentiated services such as temperature-controlled pickup kiosks, two-hour fulfillment, and even remote-controlled delivery robots. As we boost our omnichannel offerings, we are relying on Adobe Experience Cloud apps to help us get more value from data and leverage cross-channel insights to improve the overall shopping experience.”