News Briefs

Dollar General has entered a partnership allowing advertisers on its retailer media network to utilize experiential sampling opportunities to reach shoppers in their local communities. 

An exclusive partnership with Recess enables Dollar General Media Network (DGMN) brand partners to employ the Recess Experiential Network to hyper-target Dollar General customers through community-driven sampling programs to build brand trust.

Through Recess' program, brands will be able to build top-of-mind awareness and product recognition by integrating products into consumers' daily lives before they enter the store. The targeting capabilities allow advertisers to execute experiential sampling programs where community members and leaders distribute products to their attendees — creating an endorsement halo around the trial experience, according to a news release from Recess. 

Recess' platform includes audience-targeting technology that advertisers can use to target locations with a high index of shoppers who frequent more than 6,000 retailers.

"We're excited to offer this first-to-market experiential retail media unit that will allow our advertisers to reach more than 90 million Dollar General customers in their daily lives," Charlene Charles, head of DGMN operations, said in the release. "Having a predominantly rural footprint with approximately 80% of stores serving communities of 20,000 or fewer people, Dollar General stores serve as a local pillar, and Recess will help extend DG's reach deeper to support advertisers in building brand loyalty and awareness."

In-store retail media technology company CoolerX (formerly Cooler Screens) has officially launched a spin-off venture, RPM Labs.

RPM Labs, which is led by CEO John Gomez, will power marketing and retail media for merchants on screens in stores and in customers' digital wallets, according to a media release.

RPM Labs’ first launch is RPM Wallet, a mobile wallet marketing solution that turns digital payment wallets into direct retail media and merchandising touchpoints. 

RPM Labs' AI Intent Engine analyzes point-of-sale and contextual signals to develop AI predictions, matching them with relevant content. This content is deployed in mobile wallets and on screens within stores to capture shopper attention and enhance the customer experience.

With RPM Wallet, merchants with “established” retailer media networks can utilize this new inventory to enhance their e-commerce retail media sales efforts and develop stronger relationships with their customers, the company said. Customers will receive personalized offers and be able to receive and use digital coupons and passes in real time in their digital wallets.

"We're applying our technology in an entirely new way, bringing retail media capabilities to an unexplored frontier," Gomez said in the release. "By leveraging the deep retail media expertise we’ve cultivated, we're uniquely solving both customer and merchant challenges in-store and unlocking new retail media inventory. Digital wallets represent an untapped opportunity for the industry, and we're pioneering this new space."

Ahold Delhaize USA is doubling down on its use of data to drive growth by renewing its strategic partnership with market research firm Circana. 

“Circana’s platform enables Ahold Delhaize USA companies to provide both CPG partners and internal teams with the tools and insights needed to make data-driven decisions,” Keith Nicks, chief digital officer, Ahold Delhaize USA, said in a media release. 

Circana is the preferred data provider for Ahold Delhaize USA chains. The firm supplies analytical support to strengthen decision-making, improve supply chain efficiencies and better understand shopper behaviors. 

[Also Read: Ahold Delhaize USA Replaces Digital Coupon Provider]

In 2025, the partnership will introduce new enhancements to further this work, including:

• A unified common product hierarchy (CPH) to ensure consistency and precision in data analysis.
• Enhanced reporting that simplifies collaboration with streamlined insights.
• A comprehensive and holistic performance view across all Ahold Delhaize USA brands.
• Innovative tools and resources, such as a weekly shopper promotional evaluation tool and supply chain forecast for more accurate demand planning and promotional effectiveness.

This renewal ensures ongoing access to advanced analytic tools that encourage innovation and deeper collaboration with consumer packaged goods companies.

Ulta Beauty has formed a partnership with omnichannel marketing platform Lucky to connect its in-store product inventory to its brand partners’ direct-to-consumer (DTC) websites. 

Essentially, consumers browsing their preferred beauty brand's marketing and website will now have the ability to view real-time product availability/stock at nearby Ulta stores. 

By integrating Ulta’s inventory network with Lucky's platform, the retailer can now enable brands to connect directly with local stores to fulfill online orders. For participating brands, Lucky syncs their online store and marketing with Ulta’s official retail inventory data to create a localized omnichannel commerce experience.

This capability is also designed to help shoppers more easily locate and purchase cosmetics, skincare, haircare and fragrance products through their preferred method: same-day pickup or home delivery. 

[Also Read: Ulta Doubles Down on Loyalty Program, Personalization]

"The partnership between Lucky and Ulta Beauty represents a critical connection in the beauty retail landscape," Sneh Parmar, co-founder of Lucky, said in a media release. "As beauty consumers increasingly demand seamless, omnichannel shopping experiences, it's crucial for brands to adapt and innovate. By integrating Ulta Beauty's in-store inventory with their DTC websites and marketing, beauty brands can now offer their customers unparalleled convenience, flexibility and choice."

Lucky said in the release that Ulta's extensive inventory, supply chain infrastructure, localization capabilities and more than 1,400 stores across 50 states make it the “ideal partner” to support omnichannel fulfillment on a national scale. 

Independent commerce media platform SmartCommerce has named industry veteran Risa Crandall as its chief growth officer. 

Crandall brings more than 20 years of experience partnering with top brands and their agency partners. She most recently served as senior vice president of CPG and BevAlc strategy and sales at Aki Technologies, an Inmar Intelligence Company, where she spent the last five years. 

In her role at SmartCommerce, Crandall will be responsible for overseeing the company’s sales strategy, driving revenue growth and building teams to support the company’s expanding client base, according to a company news release. In 2024, SmartCommerce says it drove more than 60% of all independent commerce media across CTV, social, influencer, display and video.

At Aki, Crandall led the development of a new division focused on the CPG sector. Prior to Aki, Crandall also served in high-ranking positions at Crisp Media and its parent company, Quotient Technology, as well as Dotdash Meredith, Conde Nast and Eyeview. 

Crandall is also the founder of The CPG Scoop, a podcast which she co-hosts alongside SmartCommerce CEO Jennifer Silverberg. Together, the duo explores the people, trends and technologies driving the CPG industry.

“SmartCommerce and its clients will benefit greatly from [Crandall’s] energy, unique experience and client-first approach,” Silverberg said in the release. “In the last 12 months, our CPG clients have used Click2Cart to drive over $9 billion of shopper orders into carts at partner retailers, and we expect that number to double by the end of this year. Supporting and driving growth like that for our clients requires a team dedicated to client services, and we feel that [Crandall] fits that mindset perfectly.”

“I am thrilled to join SmartCommerce and look forward to working with such a talented and passionate team,” Crandall said. “I believe strongly in the mission of SmartCommerce and I’m excited to join the team to help bring value to more brands and their partners.” 

A longtime friend of the Path to Purchase Institute, Crandall was named a winner in our 2022 Women of Excellence awards program.

Independent commerce media platform SmartCommerce and Pathformance, a marketing and measurement company, have joined forces to help CPG brands better understand and improve their commerce media efforts in real time.

The partnership combines SmartCommerce’s Click2Cart technology with Pathformance’s measurement and analytics capabilities. Click2Cart enables consumers to add products directly to their preferred retailer’s shopping cart from digital ads, social media posts and other digital touchpoints.

Integrating Pathformance’s measurement capabilities into Click2Cart campaigns provides brands with insights gathered to improve the digital ad performance and effectiveness.

"With consumer shopping behaviors evolving rapidly, it’s critical that brands can optimize their digital commerce strategies in real-time," Jennifer Silverberg, CEO of SmartCommerce, said in a media release. "Partnering with Pathformance gives our client brands more ways to turn data into immediately actionable insights, and to drive better outcomes."

“When we align brands and agencies, we can easily enable a process to measure each tactic, both individually and holistically, to validate and optimize media spend,” added Elizabeth Johnson, CEO of Pathformance. “SmartCommerce’s innovative add-to-cart approach aligns perfectly with our mission to provide brands and advertisers with transparency and measurable results. Together, we are combining our strengths to help brands connect the dots between media dollars spent and carts filled.”

As independent commerce media grows alongside retail media networks, this partnership was formed to help consumer brands optimize ad spend and support a range of retail partners, the companies said. The collaboration focuses on providing brands with tools to enhance advertising strategies and improve consumer engagement.