Skip to main content

Northeast Grocery supports ad targeting, e-commerce with Instacart

Tops Friendly Markets
Price Chopper/Market 32 and Tops Friendly Markets are using Instacart solutions.

The parent company of Price Chopper/Market 32 and Tops Friendly Markets is introducing new e-commerce capabilities and launch a new retail media network.

Northeast Grocery Inc., which operates nearly 300 grocery stores across New York, Vermont, Connecticut, PennsylvaniaMassachusetts, and New Hampshire, is expanding upon a delivery partnership it launched with Instacart in 2017. Through this extended collaboration, Price Chopper/Market 32 and Tops Friendly Markets will leverage the Instacart Carrot Ads solution.

Following is a brief overview of each new initiative Northeast Grocery is pursuing with Instacart:

Retail media network

Leveraging Instacart Carrot Ads, Northeast Grocery is enabling its partner CPG brands to advertise directly on Price Chopper/Market 32 and Tops' e-commerce platforms and apps. The company is also allowing brands to seamlessly expand the reach of their campaigns to include Price Chopper and Tops Markets when targeting customers nationally.

Utilizing Carrot Ads, Price Chopper/Market 32 and Tops Friendly Markets will offer display ads, in addition to Instacart's sponsored product solution, enabling brands to promote targeted banners.

Price Chopper/Market 32 and Tops have supported their e-commerce websites and apps with Instacart's Storefront Pro solution since 2019. Now, the grocery banners will deploy additional Instacart e-commerce solutions, such as machine learning technologies to deliver more personalized recommendations to customers.

"We're proud to expand our partnership with Instacart, demonstrating our commitment to evolving the online shopping experience," said Diane Colgan, senior VP marketing at Northeast Grocery Inc. "Through the Instacart platform, we're able to introduce innovative e-commerce features that enhance the customer experience with a more personalized experience, while our cutting-edge retail media network, powered by Carrot Ads, helps us connect brands directly with customers at the point of purchase. This partnership is another example of the efficiencies that our organization brings to the businesses of Price Chopper/Market 32 and Tops."

"We're dedicated to helping our retail partners grow by developing innovative technology solutions that help them better serve their customers," said Chris Rogers, chief business officer at Instacart. "Through our longstanding partnership with Price Chopper/Market32 and Tops, we're proud to have helped them build their e-commerce footprint from the ground up. Now, as we expand our relationship to include Instacart's ad technology, we are opening up even more exciting possibilities for them to continue to grow their businesses while creating a more compelling and personalized experience for their customers as they browse the digital aisles."

[Read more: Tops, Price Chopper parent expands advanced pricing and promotions]

Through Northeast Shared Services Inc., the Schenectady, N.Y.-based Northeast Grocery Inc. provides its two independently operated grocery chains with shared services to enhance operations and efficiencies. Schenectady-based Price Chopper/Market 32 operates 130 grocery stores, employing more than 16,000 teammates in New York, Vermont, Connecticut, Pennsylvania,  Massachusetts, and New Hampshire. Tops Markets, based in Williamsville, N.Y., operates 149 grocery stores, employing more than 14,000 associates in New YorkPennsylvania, and Vermont, including five that are run by franchisees.

Instacart partners with more than 1,200 national, regional, and local retail banners to facilitate online shopping, delivery and pickup services from more than 80,000 stores across North America.

This ad will auto-close in 10 seconds