CPGs Can Target Giant Eagle Shoppers Using New Media Platform
By Rose Anthony
Consumer packaged goods companies can target shoppers at Giant Eagle supermarkets with personalized messages and offers by using a new digital media platform.
The Giant Eagle Advantage Media, created by a partnership between the grocer and Quotient Technology, allows CPG brands to better reach Giant Eagle shoppers with more precise digital ads and promotional offers.
Giant Eagle operates 410 stores throughout western Pennsylvania, Ohio, West Virginia, Maryland, and Indiana.
Quotient, which powers Giant Eagle Advantage Media, is the exclusive partner for executing shopper media programs on GiantEagle.com and off-platform that leverages Giant Eagle customer data. This new digital service benefits shoppers as they will receive more relevant content in the form of digital ad messages and promotional savings to help them find what they need and want.
“Giant Eagle Advantage Media will transform CPGs’ and Giant Eagle’s ability to connect Giant Eagle customers with the best available offers, contextually relevant to them, in the channels and times they prefer,” said Graham Watkins, Senior Vice President & General Manager, eCommerce of Giant Eagle. “Expanding our partnership with Quotient to now offer a digital media platform that includes advertising is a natural extension of years of working together on digital promotions.”
This new platform provides CPGs numerous digital media solutions that can drive in-store and online sales, support new product launches, build brand loyalty, support shopper themes and amplify in-store events. Benefits of the new data-driven media platform include:
- Targeting & Personalization – Use proprietary Giant Eagle point-of-sale purchase data, app usage and web data, and coupon activation data from Coupons.com to target and personalize messages and promotions directly to shoppers.
- Creative – Serve rich, dynamic creative ad experiences that are optimized for shoppers with key capabilities such as embedded coupons and offers, product galleries, support for in store specials and more.
- Media – Deliver messaging on GiantEagle.com, across Giant Eagle’s mobile and social channels, on Coupons.com and on third-party properties using Giant Eagle shopper data for targeting.
- Measurement – Measure campaign success using advanced analytics that can link ad views to a shopper’s purchase.
“For CPGs wanting to reach Giant Eagle shoppers with the most appropriate message and offer, this new digital platform is a game changer,” said Chad Summe, Quotient’s Chief Operating Officer. “As their exclusive digital media partner, Quotient is committed to elevating CPG’s digital marketing strategies through an omnichannel approach and advanced technology all to create sales for CPGs.”
Quotient will work with CPGs, their agencies and Giant Eagle to create digital ads and promotional campaigns, design and execute media, measure the sales impact, and leverage shopper data collected through Quotient’s Retailer iQ platform. This Quotient technology platform, which has been integrated at Giant Eagle stores for several years, connects to Giant Eagle’s point-of-sale system and uses a blend of proprietary purchase data and online behavior data to deliver relevant digital coupons to Giant Eagle shoppers at the most ideal time, primarily on their smartphones.
Quotient officials say its Retailer iQ platform is changing the way retailers and CPG companies engage wit their best customers across all digital channels to sustain long-term loyalty while building sales. Launched in 2017, the platform delivers personalized digital coupons, e-receipts, media and digital circulars tailored to each customer in a retailer’s database. Informed by online behavior, past in-store purchases and Quotient’s analysis of shoppers’ current purchase intent, Retailer iQ powers the digital systems and loyalty programs of leading grocery, drug, dollar and mass retailers in the U.S.
Quotient serves hundreds of CPGs, such as Clorox, Procter & Gamble, General Mills and Kellogg’s, and retailers like Albertsons Companies, CVS, Dollar General, Kroger and Walgreens.