Giant Eagle launches proprietary retail media network
Giant Eagle Inc. is the latest grocer to connect advertisers directly to its customers.
The regional food, fuel and pharmacy retailer is rolling out Leap Media Group, an 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.
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.
“At Giant Eagle, we are constantly innovating and refining how we engage with our loyal customers and work with our brand partners. While we’ve long been a pioneer in customer loyalty, and have cultivated relationships with three generations of shoppers, today’s consumer is searching for the best products in new ways,” said Damian Scott, executive VP, retail media and front-end digital. “Brands have recognized this, too, and are shifting their media spend away from traditional platforms to retail networks since they provide more measurable and addressable results. With Leap, we have accomplished something no other food retailer of our size has by providing a best-in-class retail media network that allows brands to better engage with and improve the shopping experience for what is essentially a new audience. Our hybrid model allows engagement to occur across any of our owned omnichannel properties, online or offline.”
Giant Eagle spans channels with promotional activity
Giant Eagle is involved in a number of other omnichannel marketing and loyalty initiatives, as it adjusts to the growing shift from in-store to online and omnichannel spending by improving its ability to understand shopper behavior across channels. For example, the retailer utilizes the Eagle Eye AIR intelligent digital marketing platform to facilitate a personalized loyalty program, at scale.
In April 2021, Giant Eagle began leveraging the mParticle customer data platform (CDP) as the foundation of its omnichannel customer data strategy, increasing revenue by 15% as a result. Giant Eagle built a robust data pipeline based on the CDP and used it to power personalization throughout myPerks. T
The company is now bringing digital personalization to customers in the form of cross-channel digital experiences, loyalty programs, and member rewards. Giant Eagle also recently relaunched the in-home delivery of its printed weekly circular to Cleveland-area customers.
The circular highlights the strongest promotions in print, while a scan of a displayed QR code directs customers to the Giant Eagle website to see hundreds of additional items that will be on sale each week.
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.