Can Albertsons help brands hone their digital ads?

Tying online advertising to in-store behavior isn't easy, but Albertsons is working on it. The grocer is rolling out a solution for CPG brands that sell in its stores to give them feedback on how their digital ads are performing, according to a company press release. The solution, called Albertsons Performance Media, will allow CPG brands to create and target ads and calls to action across online and mobile channels based on in-store purchase data. It will also measure ad performance by linking online views of specific ads to verified in-store purchases. The press release details a few use cases for the platform such as targeting:

• Shoppers with messaging about in-store events when they are planning shopping trips;
• Ad campaigns based on a customer's proximity to a specific store or in-store purchase history;
• Ads to shoppers likely to try out a particular new CPG product.

Albertsons is rolling out this platform at a time when there's been a growing trend of retailers getting involved in the tech game; even big box grocers. One of the most notable retailers that has taken such steps is Walmart, which has not only upped its e-commerce game through the acquisition of Jet.com, but has launched its own tech incubator Store No. 8. Albertsons has been taking other steps to modernize and improve its level of esteem in the grocery world. Last September the grocer acquired Plated, an online meal kit subscription service. Albertsons added an omnichannel element to the service as well, stocking the meal kits on the store shelves. Albertsons has also been looking to acquire its way to a much bigger footprint – and perhaps to a concept that would play better with the Millennial customer. The grocer, which significantly grew its footprint when it acquired Safeway in 2014, was one of the big names floated as seriously considering acquiring Whole Foods before Amazon did. Albertsons was also exploring the option of buying Sprouts Farmers Market according to a New York Post article last May. The private equity-owned Albertsons had planned an IPO, but plans stalled in the wake of the announcement of Amazon's acquisition of Whole Foods last year, according to Bloomberg.  

• Albertsons Companies Launches Albertsons Performance Media Powered by Quotient – Albertsons
• Albertsons buys its way into the meal kit business with Plated acquisition – RetailWire
• Would Albertsons and Whole Foods make a good match? – RetailWire
• Albertsons can’t find a grocery chain to take over – New York Post
• Albertsons Stalls Renewed IPO Plans After Amazon's Deal With Whole Foods – Bloomberg
• Albertsons reaches deal to acquire Safeway – RetailWire