Ahold Delhaize USA Strengthens Digital Discovery-to-Cart Journey

Ahold Delhaize USA has teamed up with SmartCommerce to expand Click2Cart across the grocery retail group's five omnichannel U.S. grocery brands. Starting this month, customers at Food Lion, The Giant Co., Giant Food, Hannaford and Stop & Shop can add products directly from digital ads, social media and brand-owned channels straight into an online cart. The integration provides a faster path from discovery to checkout, offering a more convenient way to shop products wherever customers discover them online. Using Click2Cart, shoppers can engage with digital content and add featured items directly to their carts. Meanwhile, Shopper's Choice functionality gives consumers the flexibility to select their preferred Ahold Delhaize USA brand when adding items to a cart.For Ahold Delhaize USA and its partners, the integration reinforces the connection between off-site inspiration and store fulfillment, enabling shoppers to act on what they see online by placing items in their carts across Ahold Delhaize USA brands. It also gives CPG brand partners more ways to connect campaigns to shoppable experiences across paid, earned and owned channels, helping more consumers complete their intended transactions with fewer interruptions.Also Read: Why Ahold Delhaize USA Is Going In-House for Its Retail Media Edge"As customer expectations for convenience and personalization continue to evolve, we are focused on meeting shoppers wherever they are in their journey," noted Keith Nicks, Ahold Delhaize USA's chief commercial and digital officer. "This collaboration creates a simpler, more connected experience, helping customers go from discovery to cart in just a few clicks from the digital channels they use every day. It also strengthens how we connect engagement to measurable e-commerce sales, unlocking new opportunities for growth across our digital ecosystem.""This partnership is about closing the gap between demand and purchase," said Jennifer Silverberg, founder and chief brand officer of Atlanta-based SmartCommerce. "Brands are investing heavily to drive interest, and Ahold Delhaize USA is creating a more seamless path to turn that intent into real carts. Together, we're making it easier for shoppers to go from discovery to cart in a single, frictionless experience."The SmartCommerce platform aims to support performance at scale across digital channels, using machine learning to optimize Ahold Delhaize USA brand selection based on product availability and to enable substitution when needed.This article was originally published on P2PI sibling brand Progressive Grocer.

Ahold Delhaize USA Strengthens Digital Discovery-to-Cart Journey

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