Instacart to Power Retail Media Network for Price Chopper, Tops

Northeast Grocery Inc. (NGI), the parent company of Price Chopper/Market 32 and Tops Friendly Markets, is growing its partnership with Instacart. The grocery chains will leverage the Instacart Platform to introduce new e-commerce capabilities and launch a retail media network using Instacart's Carrot Ads solution.

Price Chopper/Market 32 and Tops — comprising nearly 300 grocery stores across New York Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire — first partnered with Instacart for same-day delivery in 2017. Then in 2019, the grocers began using Instacart's Storefront Pro to power their e-commerce websites and mobile apps.

Through the expanded partnership, Price Chopper/Market 32 and Tops will deploy additional Instacart Platform offerings, including machine learning technologies to deliver more personalized recommendations to customers and custom online coupons to drive increased customer loyalty.

Similar to Sprouts Farmers Market’s recent move with Instacart, NGI is also leveraging Carrot Ads to power its retail media network. This will allow brands to advertise directly on Price Chopper/Market 32 and Tops' e-commerce platforms and apps, leveraging Instacart Ads technology, as well as enable brands to expand the reach of their campaigns to include Price Chopper and Tops when targeting customers nationally.

[Also Read: Price Chopper Taps CitrusAd for Retail Media]

With Carrot Ads, the retailers will offer display ads, in addition to Instacart's sponsored product solution, enabling brands to promote engaging, targeted, creative banners to raise awareness and consideration of products and help to drive bigger baskets, per a media release.

"Through the Instacart Platform, we're able to introduce innovative e-commerce features that enhance the customer experience with a more personalized experience, while our cutting-edge retail media network, powered by Carrot Ads, helps us connect brands directly with customers at the point of purchase,” Diane Colgan, senior vice president of marketing at Northeast Grocery Inc., said in the release. “This partnership is another example of the efficiencies that our organization brings to the businesses of Price Chopper/Market 32 and Tops."