News Highlights: Wakefern launches CitrusAd Retail Media Technology
Wakefern Food Corp. has embraced new advertising technology.
The retailer-owned cooperative has launched CitrusAd’s retail media technology for sponsored products and display advertising on its ecommerce platform. CitrusAd’s deep understanding and first-hand knowledge of retail is driving innovation and helping retailers and CPG brands become more agile at a time when supermarket e-commerce is growing rapidly.
Using CitrusAd technology, Wakefern can provide brands with the ability to launch sponsored product campaigns and display media on its desktop and mobile web ecommerce platforms to enhance the shopping experience for customers.
Online grocery shopping followed quickly by nearly 10 years in the first three months of 2020, as more shoppers started shopping online during the onset of the pandemic. This rapid growth in online grocery shopping is pushing retailers to offer more digital ad technology and shopping experiences tailored to the needs of individual buyers.
Increased consumer demand coupled with the integration of CitrusAd technology will provide significant advertising opportunities for CPG companies using the CitrusAd platform. CitrusAd enables its brands to have greater online visibility at the point of purchase and a higher return on ad spend across multiple retailers. Wakefern’s retailer members and brands, meanwhile, receive full transparency and ROI measurement of their activity by accessing the real-time reporting dashboard in the CitrusAd platform.
Wakefern’s cooperative members independently own and operate grocery stores under the ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage and Fairway Market banners.
“We work with leading technology partners such as CitrusAd, whose solutions add value across all of our platforms,” said Elizabeth Goodbread, director of digital commerce at Wakefern. “The CitrusAd platform is scalable, easy to integrate, and enables CPG brands to drive their online sales in a relevant and meaningful way, making the shopping experience easier for our customers as well.”
The real-time relevance engine that CitrusAd has developed enables retailers and their brands to place products and banner ads in a non-intrusive, organic way to improve a customer’s online shopping process. The level of personalization increases the effectiveness of retail media and sales for CPG brands.
Agencies and brands understand more than ever, especially in today’s pandemic world, that online shelf space and their presence in e-commerce matters. Having a top position affects online market share growth and definitely impacts in-store sales.
Wakefern is No. 25 on the PG 100 2020 list of the best food and consumables retailers in North America.
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