Wakefern opens e-commerce platform to targeted ads

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Wakefern opens e-commerce platform to targeted ads

By Dan Berthiaume - 01/19/2021

The nation’s largest retailer-owned cooperative is the latest grocer to display sponsored digital CPG advertisements.

Wakefern Food Corp. is leveraging CitrusAd’s retail media technology for sponsored products and display ads across its desktop and mobile e-commerce sites. Using CitrusAd technology, Wakefern seeks to offer CPG brands the ability to launch sponsored product campaigns and display media across its desktop and mobile web platforms.

A number of major grocery and drug retailers have opened their customer base to targeted advertisements from suppliers in the past 12 months. Notable examples include Walgreens, Walmart, Kroger, and CVS.

Wakefern’s retailer members and brands will receive full transparency and ROI measurement of their activity via a real-time reporting dashboard in the CitrusAd platform. Meanwhile, CitrusAd provides participating CPG brands online visibility at the point of purchase and return on ad spend (ROAS) across multiple retailers. 

The real-time CitrusAd relevancy engine is designed to enables retailers and their brands to place products and banner ads in a non-intrusive, organic way to enhance a customer’s online shopping journey. The level of personalization increases the effectiveness of retail media and sales for CPG brands.
 
“We are working with leading technology partners like CitrusAd, whose solutions add value across our platforms,” said Elizabeth Goodbread, director of digital commerce for Wakefern. “The CitrusAd platform is scalable, easy to integrate and will enable CPG brands to boost their sales online in a relevant and meaningful manner that also makes the shopping experience more convenient for our shoppers.”
 
Wakefern Food Corp. member companies own and operate more than 350 supermarkets under the ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, and Gourmet Garage banners.