Albertsons Expands Retail Media Solutions With Rewards App
Albertsons Media Collective, the retailer media network (RMN) of Albertsons Cos., has become the first RMN partner of rewards app Fetch. The integration extends the grocer's service model solutions and helps CPG brands drive retailer-specific sales, according to a media release.
The Fetch app folds into Albertsons Media Collective as another touchpoint for CPGs to reach shoppers in advance of and during purchase consideration, at scale. Now, brands can incorporate Fetch Points into their existing investments with Albertsons Media Collective. This allows brands to target customers via the rewards app as part of their full-funnel marketing strategies.
"As retail media networks look for new ways to grow revenue and support their shoppers, they are looking to expand high-performing programs that their top partners already know and trust," Robin Wheeler, chief revenue officer at Fetch, said in the release. "Fetch will complement existing RMN infrastructure, making it easier to create lifelong consumers through the power of Fetch Points. This partnership marks an exciting milestone on this journey, allowing CPG brands to leverage Fetch's robust scale as an extension of their efforts with Albertsons Media Collective."
"Through our partnership with Fetch, we are enhancing our loyalty offering by allowing customers to earn additional rewards on their purchases with no changes to their shopping habits," added Chris Placencia, senior client success director at Albertsons Media Collective. "This partnership complements our existing platform, giving shoppers more opportunities to benefit from every transaction both in-store and online."
[Also Read: Albertsons Media Collective’s Michelle Weiskittel Talks Measuring Success Across the Funnel]
The Fetch ecosystem – which, the company claims will capture $180 billion in transactions annually by the end of 2024 – leverages artificial intelligence and machine learning to dynamically allocate advertising dollars based on verified purchase data provided by consumers. In other words, instead of following a static or predetermined plan, the system should continuously analyze incoming consumer data and make informed decisions about where to allocate advertising funds in real-time.
“With Fetch Points, consumers are incentivized to try products, add more to shopping carts and maintain relationships with the brands they love – all without discounting,” reads the release. “This consumer-centricity helps CPGs meaningfully move incremental units, win key moments, drive customer retention and grow market share as part of their RMN strategies.”
Mondelez International is one of the first CPG brands to leverage Fetch's integration with Albertsons Media Collective for its Ritz Crackers, Triscuit and Wheat Thins brands. Through this collaboration, Mondelez will leverage Fetch to drive consumers to Albertsons banners with in-app, purchase-based offers designed to acquire new-to-brand buyers, increase product/brand sales and drive retailer-specific brand loyalty.
"Today's consumers expect personalized, relevant interactions from their favorite brands, and innovation is key to meet those expectations," said Anne Martin, director of shopper marketing at Mondelez. "This collaboration with Fetch and Albertsons opens a new avenue to engage consumers throughout the shopping journey while fostering long-term loyalty. It represents a powerful way to deepen our connection with shoppers and fuel business growth."
