Albertsons integrates retail media network with rewards app
The retail media arm of Albertsons Companies Inc. has new consumer touchpoint for its CPG participants.
Albertsons Media Collective, initially launched by the grocer to deliver branded ad content to its shoppers in November 2021, is now integrating with Fetch, a rewards app that provides consumers with “Fetch points” when they submit receipts from partner brands and retailers.
Fetch will seamlessly fold into Albertsons Media Collective's network as another touchpoint for CPG companies to reach consumers in advance of and during purchase consideration at scale.
[READ MORE: Fetch rolls out social features, enhances personalization]
"Through our partnership with Fetch, we are enhancing our loyalty offering by allowing customers to earn additional rewards on their purchases with no changes to their shopping habits," said Chris Placencia, senior client success director at Albertsons Media Collective. "This partnership complements our existing platform, giving shoppers more opportunities to benefit from every transaction both in-store and online."
Now, brands can leverage their investments with Albertsons Media Collective to incorporate Fetch into their existing marketing mix. Fetch, which the app provider says will capture $180 billion in transactions each year, leverages artificial intelligence and machine learning to dynamically allocate advertising dollars based on verified purchase data provided by consumers.
Fetch points are designed to incentivize consumers to try products, add more to shopping carts and maintain brand relationships without discounting.
"As retail media networks look for new ways to grow revenue and support their shoppers, they are looking to expand high-performing programs that their top partners already know and trust," said Robin Wheeler, chief revenue officer at Fetch. "Fetch will complement existing retail media network infrastructure, making it easier to create lifelong consumers through the power of Fetch Points. This partnership marks an exciting milestone on this journey, allowing CPG brands to leverage Fetch's robust scale as an extension of their efforts with Albertsons Media Collective."
The partnership with Fetch follows two other enhancements Albertsons made to its retail media network in June 2024. These include the debut of Collective TV, a solution that enables participating advertisers to target, measure and optimize campaigns across streaming, digital video, and soon, linear TV.
In addition, the grocer teamed up with AI- and ML-based personalization technology provider Rokt to let non-endemic brands (whose products and services are not sold online by Albertsons itself) reach and engage its e-commerce customers with targeted offers and messages via Albertsons Media Collective.
[Editor’s Note: Albertsons is in the midst of legal wranglings regarding a proposed $25 billion merger with fellow grocery giant The Kroger Co. Kroger recently filed a motion for a preliminary injunction against a Federal Trade Commission (FTC) challenge to the merger proposal.]
As of June 15, 2024, Boise-based Albertsons Companies operated 2,269 retail food and drug stores with 1,725 pharmacies, 403 associated fuel centers, 22 dedicated distribution centers and 19 manufacturing facilities across 34 states and the District of Columbia under 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.
