Giant Eagle enables ‘closed loop’ reporting for retail media network

Giant Eagle is giving grocers participating in its proprietary targeted ad program a new level of insight into performance.

The regional food, fuel and pharmacy retailer is rolling out “closed loop” reporting for Leap Media Group, its internally-developed retail media network that taps into the retailer’s myPerks loyalty platform, which includes more than four million households and over 14 million consumers.

Supported by data from myPerks, closed loop reporting allows advertisers to attribute both in-store and online sales back to a specific point in a customer’s shopping journey, with the goal of better measuring the effectiveness of marketing efforts.

Closed loop reporting will be available as a beta version for the remainder of this year and is acessible by current and new Leap advertising partners. In addition, Giant Eagle is developing features such as using near real-time results to drive improvements to active campaigns.

Giant Eagle takes flight with retail media network activity

Leap Media Group provides CPG brands with consumer insights from myPerks, which was initially rolled out in late 2020. The network enables advertisers to reach Giant Eagle shoppers with targeted ads across omnichannel touchpoints including online properties, apps, social media, influencer content, traditional and connected TV, and brick-and-mortar stores; as well as external properties, during key moments in the path to purchase.

“In a world where consumer’s shopping habits and preferences are changing constantly, it’s critical brands have tools such as closed loop reporting to determine what’s truly having an impact,” said Justin Weinstein, Giant Eagle executive VP, chief strategy & marketing officer. “With closed loop reporting, we’re able to further deepen the ways our partner brands can interact with Leap’s reachable audience of 14+ million consumers through an omnichannel experience that spans online properties, apps, more than 470 stores throughout western Pennsylvania, north central Ohio, northern West Virginia, Maryland, and Indiana plus external properties.”

"The initial reception to Leap from our CPG partners has been tremendous, and the incorporation of closed loop reporting adds even more value to our unique, best-in-class offering for companies that must effectively demonstrate a return on their marketing investments,” said Joell Robinson, Giant Eagle senior director, Leap media & sales.

Founded in 1931 and headquartered in Pittsburgh, Giant Eagle Inc. operates more than 470 stores throughout western Pennsylvania, north central Ohio, northern West Virginia, Maryland, and Indiana.