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Albertsons
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Headquarters
250 Parkcenter Boulevard, Boise, 83706, Idaho, United States
Total U.S. Sales
$79.24 billion in fiscal year 2023 (ended Feb. 24, 2024)
Total U.S. Stores
2,269 total stores, spanning 34 states and the District of Columbia under more than 20 banners, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Market Street, Kings Food Markets and Balducci's Food Lovers Market (as of February 2024)
Shopper Count
35 million weekly
Headquarters
Boise, Idaho
Key Facts
- On Oct. 14, 2022, Kroger agreed to buy Albertsons as part of a $24.6 billion deal. On Feb. 26, 2024, The Federal Trade Commission sued to block the merger
- In September 2023, Albertsons and Kroger entered into an agreement with C&S Wholesale Grocers to sell 413 stores in 17 states, for approximately $1.9 billion; later the retailers upped the amount of stores to 579
- Went public in 2020
- Tenth largest retailer in the U.S. based on sales, according to NRF's 2021 list of top retailers
- Merchandising, pricing and marketing activity are led by division heads in partnership with corporate in an effort to tailor store selection by region
- Has more than 38 million loyalty members
- Has approximately 35 million weekly shoppers
- More than 75% of customers shop online and in-store
- More than 300 milliion coupons are clipped each month
- 15 billion SKUs are bought each year
- In 2023, digital sales increased 22%
- Customers average 2.5 trips per week; each shopping trip averages 10 items
- Has 1,864 eComm and DriveUp & Go enabled stores
- Pledged to make all private-label packaging recyclable, reusable or compostable by 2025
Key Executives
- CEO: Vivek Sankaran
- President and CFO: Sharon McCollam
- Executive Vice President, Chief Information Officer: Anuj Dhanda
- EVP, Pharmacy & Health: Omer Gajial
- EVP, Chief Operations Officer: Susan Morris
- EVP, Supply Chain & Manufacturing: Evan Rainwater
- EVP, Chief Merchandising Officer: Jennifer Saenz
- EVP, Chief Human Resources Officer: Mike Theilmann
- EVP, General Counsel: Tom Moriarty
- Senior Vice President, Retail Media: Kristi Argyilan
- Market Position and Strategy Overview
- Must-Know Terms
- Promotional Strategy
- Merchandising
- Collaborative Alliances
- Displays & Signage
- In-Store Media
- Store Formats/Growth
- Special Departments/Services
- Customer Segments
- Internet Marketing
- Retail Media
- Mobile Marketing
- Social Media
- E-Commerce
- Circulars
- Loyalty Programs
- Private Label
- Cause/Community Programs
- Advertising Strategy
- Solution Providers
- Sponsorships
- Marketing Expenditures
- Metaverse
Market Position and Strategy Overview
Market Position and Strategy Overview
Albertsons Cos. is the second largest supermarket chain in the U.S., per the National Retail Federation. Its primary focus is to make a shopping experience that is "Easy, Exciting and Friendly."
The Albertsons network spans 2,272 retail food and drug stores with roughly 1,722 in-store pharmacies, 401 associated fuel centers, 22 dedicated distribution centers and 19 manufacturing facilities. The company's stores operate across 34 states and the District of Columbia under 22 well-known banners, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Kings Food Markets, Balducci's Food Lovers Market, Amigos and Carrs.
In 2022 the retailer completed 173 store remodels and opened five new stores.
Together, the retailers net upwards of $77.6 billion in sales annually and employ roughly 290,000 people. Albertsons is backed by private equity firm Cerberus Capital Management, and is one of the two most active acquirers in the U.S. grocery industry along with the Kroger Company.
After Albertsons and Safeway merged n 2015, they created a single, merged management team to better compete against segment leader Kroger and discount rivals such as Walmart. It's divided into 14 retail divisions, with headquarters based in Phoenix; Boise, Idaho; and Pleasanton, California.
In 2022, Kroger agreed to buy Albertsons as part of a $24.6 billion deal; the merger was on track to close in early 2024. In response to Federal Trade Commission concerns, in September 2023, Albertsons and Kroger entered a definitive agreement with C&S Wholesale Grocers LLC for the sale of 413 stores in 17 states. The transaction includes three banners (including Carrs), eight distribution centers, two offices and five private label brands for approximately $1.9 billion. The divestiture is connected to the grocers' proposed merger, but the FTC has called the offering "inadequate," and sued to block it in February 2024. That April, to address the FTC's concerns, the retailers raised the package's store count to 579 and added the Haggen banner to the deal.
While division-level leadership is largely responsible for its own sales and profitability, the corporate team serves to deepen relationships with national vendors, set long term strategy and provide data insights to individual chains.
The decentralized structure allows the company to combine the local presence of its banners (many of which have long-running operations) with its national scale in order to drive brand recognition, customer loyalty and purchasing, marketing and advertising, and distribution efficiencies.
The company filed again for an IPO in March 2020. It planned to go public in 2015 through a merger with Rite Aid and again in 2018, but pulled them due to stock market turbulence and investor pushback, respectively.
The company describes its value proposition as being easy, exciting and friendly and also noted that it plans to add 10 new micro-fulfillment centers in the next two years to the two locations it currently operates.
The retailer also has been moving to a "customers for life" strategy via more e-commerce options, improving its in-store experiences and fresh departments, growing its private label offerings, and modernizing its supply chain.
Must-Know Terms
Must-Know Terms
- Albertsons for U: The loyalty program carries the name of each respective banner store within Albertsons Cos. — i.e. Albertsons for U, Safeway for U, Jewel-Osco for U, etc. Membership is free, and new members immediately earn $5 off their next in-store or online purchase of $25 or more of qualifying items. After that, members earn points on nearly every dollar spent and points can be redeemed on groceries and gas. Perks include personalized deals, a free item every month and a special birthday treat.
- Albertsons Performance Media: The retailer's marketing solutions and advertising arm, powered by Quotient.
- Buy Local: An operational strategy that seeks to differentiate the chains from national operators by sourcing products locally.
- Mix & Match: The most prevalent bulk-purchase incentive across all chains.
- Big Book of Savings: The retailer's monthly ad.
- Signature: The retailer's main private label. (See "Private Label")
- O Organics: A premium private label offered by the retailer.
Thought Starters
- The retailer is partial to bulk-purchase and manufacturer-led incentives as a way to increase basket size.
- For national exposure, tap into the long-term promotions that run across all chains.
- Many retailer-driven promotions tie in to its banners' "Fuel Rewards" loyalty programs (See "Loyalty Marketing").
- Even national programming is personalized for each of the retailer's 14 divisions to it is localized and relevant. The company seeks to keep chains "true to brand."
- Nearly every major program gets consumers to interact with the chains, so manufacturers should similarly consider incorporating a sweepstakes or game.
- With health and wellness initiatives on the rise, brands can find opportunities by working with retailers such as Albertsons by providing healthy recipes in the app, for example.
Promotional Strategy
Promotional Strategy
Albertsons chains keep their promotional focus on major, long-term programs that typically enlist several key vendors. Frequently these involve a game, contest or sweepstakes that encourages numerous shopping trips, rather than infrequent stock-up visits. The retailer also ties many of its ongoing programs (see below) to its Albertsons for U rewards program, offering digital coupons and extra rewards points redeemable for discounts on fuel or groceries or for free items.
The retailer also partners with manufacturers to offer short-term bulk-purchase incentives on a weekly basis.
Ongoing programs:
- Stock Up Sales: Price discounts on various products with no limit on the number of SKUs purchased. Typically held in October.
- Monopoly: An annual promotion that typically runs for 13 weeks, structured as a collect-and-win game and supported by a plethora of P-O-P materials including account-specific displays, circular features and digital marketing.
- Anniversary Sale: An annual sales event held in late summer with support from P-O-P materials, circular features, TV spots and digital marketing.
- Summer Sale: An annual sales event securing plenty of in-store, digital and circular support.
- Natural & Organic: A companywide awareness campaign promoting private labels O Organics and Open Nature. P-O-P materials such as shelf tags, digital activity and circular features support.
- Every Day is Baby Day: An ongoing bulk-purchase incentive on baby products intended to highlight the category using frequent promotional materials in stores and in chain circulars.
Albertsons has been growing its wine offerings, via more private label options (see Private Labels) as well as launching a wine delivery program in California (see E-Commerce). The retailer also promotes its private label wines via in-store displays and samplings, virtual wine tastings, and advertising.
Merchandising
Merchandising Strategy
Albertsons has a decentralized operating system that gives each division significant control over their own merchandising, pricing and marketing activities.
Because authority and responsibility are held at a local level, product selection is tailored to each market. Recently, the retailer has been focusing on a “buy local” strategy and looking to expand its local food-sourcing agreements. In Washington and Oregon, for example, Albertsons carries regional brands from Portland, OR-based Trailblazer Food Products.
Stores are laid out in the traditional supermarket configuration, with produce, fresh foods, personal care, beverages and service departments occupying the perimeter. In 2021, the retailer launched Tech-enabled modular salad bar concepts from Sweden-based Picadeli at six Safeway, Acme and Kings locations across Washington, D.C., Maryland and New Jersey. Customized for each location with sustainability in mind, the salad bar includes technology-enabled shielding hoods, automatic hand sanitizer and bowl dispensers along with a mounting system for utensils ensuring the grip is never in contact with the food and that products are not mixed.
Center aisles are dedicated to packaged goods. Chains employ standard category groupings and merchandising practices, and the stores carry the industry average of about 43,000 SKUs. Following the company's acquisition of meal-kit delivery service Plated, it began offering the kits in all of its stores as prepared foods from its delis earned an increased focus. However, as of 2019, just months after the rollout, the company pulled the kits from most stores.
Most stores also boast a variety of specialty departments such as bakery, delicatessen, floral, seafood and pharmacy.
The retailer continues to redesign the center of the store, focusing on improving results with diverse customers (including Hispanic and Asian shoppers) by clustering.
Certain divisions, such as Safeway's California team, work with hundreds of local growers, giving buying preference to local vendor partners.
In-store pharmacies offer immunizations and a smoking cessation program. Pharmacists fill prescriptions and offer patient consulting.
Collaborative Alliances
Collaborative Alliances
The retailer often joins with national brands to stage exclusive sweepstakes and cause campaigns, leveraging displays, circulars and digital activity to support. Many manufacturers, including Red Bull GmbH, Mondelez International and Peet's Coffee, frequently provide custom displays and signage for the retailer's own promotions. Albertsons also frequently leverages its company-wide Albertsons For U loyalty program for collaboritive initiatives.
One of the most common collaborative alliances come through full- or half-page circular features that promote short-term bulk-purchase incentives.
The chains regularly work with:
- Procter & Gamble for overlays to the manufacturer’s monthly brandSaver FSI event and exclusive sweepstakes.
- Unilever for the "Take a New Look" omnichannel platform that showcases the manufacturer's personal care brands with a long-term bulk-purchase incentive supported by plenty of digital, circular and in-store activity. Program runs across all of the retailer's banners. Albertsons has also in the past worked with Unilever on a similar platform for food brands: "Make More of Mealtime."
- Coca-Cola for its "Signature Meals" program in store deli departments of most chains (e.g. Jewel-Osco). Offers deals on prepared meals and Coca-Cola SKUs. The manufacturer has also provided the retailer with custom, digitally-equipped endcaps designed to drive category sales.
- American Greetings for bulk-purchase incentives on cards around different holidays (e.g. Valentine’s Day, Father’s Day, Halloween and Easter), typically dangling an exclusive gift. In-store shelf talkers or other display plus circular features support.
Albertsons Cos. maintains a help center for suppliers on albertsonscompanies.com/suppliers.html where it offers guides for item setup and management plus other information.
It also holds an annual application process for diverse-owned suppliers, who can submit their applications for their products to be sold at Albertsons and its banner stores. In 2023, nearly 500 businesses applied for the program, more than 60 went on to meet with the retailer's merchandising team, and ultimately six brands joined the 200-plus diverse suppliers selling their products at Albertsons and its banners.
In 2024, the retailer announced its 2nd Annual Albertsons Cos. Innovation Launchpad competition, in search of emerging independent specialty and natural brands in food, beverage and pet products. Brands with between $2 million and $8 million in net retail sales can apply to compete at the Natural Products Expo West in California in March 2024.
For the competition's first year, more than 900 brands applied, and 47 were chosen to present their products to the judges. The top three brands — Like Air Baked Puffcorn, Evive Smoothie Cubes and Dream Pops Plant-Based Ice Cream — received cash prizes, services and industry recognition. The leading brands are also considered for distribution in Albertsons' banners. More information is at launchpad2024.powerappsportals.com.
Displays & Signage
Displays & Signage
Overall, the retailer accepts a wide variety of brand-supplied P-O-P displays, including power wings, counter displays, full-line merchandisers, pole toppers, cut cases and stacked case headers, endcaps, floor clings, freezer clings, banners, spectaculars, dump bins and case stackers. Floorstands and shippers are prevalent, found at the ends and mid-point of nearly every aisle.
The major retailer-driven promotions frequently are supported through ceiling signs, shelf tags, endcap signage, floorstands, freezer clings, standees and storefront arches and spectaculars.
Vendor-supplied advertising differs by banner and even operating region. For instance, Jewel-Osco stores in the Midwest tend to accept an abundance of freestanding displays and other materials, while Albertsons stores in the Rocky Mountain and Southern California markets have a much cleaner, more organized environment. On top of national campaigns, stores also run local promotions (often with area sports teams) and support regional manufacturers (a testament to the retailer’s buy-local mentality).
- Jewel-Osco: stores support a variety of displays. Top manufacturers (Mondelez International, PepsiCo, Coca-Cola) have permanent vendor-supplied endcaps, while other endcaps cross-merchandise products from both national and private-label brands. Used heavily to advertise promotions, shelf signage includes price signs, shelf signs and violators. Some stores also use quarter pallets. Some of the banner's new store formats have cut back on national displays and instead devote more space to its private labels and local and organic products.
- Acme: incorporates a large number of brand-supplied displays as well. Secondary merchandising is a key element of the chain's strategy, and there is room in the front of stores and around the perimeter for freestanding displays of various sizes including spectaculars, case stackers and pallets. Power wings also are abundant. Most endcaps are devoted to national and regional brands. Endcaps cross-merchandising national-brand products also are common.
- Shaw's: accepts a wide variety of vendor-supplied P-O-P materials, including spectaculars, floorstands, shippers, freezer clings and shelf signs. Pallets also are common. The chain has its own permanent secondary display vehicles, including dump bins and wire racks.
- Albertsons: various types of displays are accepted at the chain. Shippers, power wings, spectaculars, endcap headers and stanchion signs are prevalent.
- Safeway: In the produce department, ceiling banners and stanchions tout locally grown items. Organic and specialty products are stocked on dedicated islands and cooler displays. Lifestyle stores (see “Store Growth/Formats”) contain fewer temporary displays than many stores in the supermarket channel, favoring permanent fixtures and unique merchandising techniques over freestanding P-O-P vehicles.
Albertsons Best Bets |
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Temporary floorstands/shippers seem to be the easiest route to secondary merchandising. | |
Merchandisers |
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Endcap Displays | Often Used |
Shelf Trays/PDQs | Sometimes Used |
Pallets | Often Used |
Floorstands/Shippers | Often Used |
Dump Bins | Sometimes Used |
Power Wings/Sidekicks | Often Used |
Category Management Systems | Sometimes Used |
Spectaculars/Lobby Displays | Often Used |
Rack | Sometimes Used |
Secondary Refrigerated Displays | Sometimes Used |
Signage/Media |
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A-Boards | Sometimes Used |
Balloons | Rarely Used |
Base Wrap | Rarely Used |
Ceiling Banners/Signage | Often Used |
Checkout Ads | Often Used |
Checkout Dividers/Separators | Sometimes Used |
Circular Rack Ads | Rarely Used |
Cooler Clings | Often Used |
Counter Cards | Often Used |
Demonstration/Sampling Kits | Rarely Used |
Digital Signage Ads | Rarely Used |
Endcap Signage Kits | Often Used |
Floor Clings | Often Used |
Header Cards | Often Used |
At-shelf Product Demo/Sample | Sometimes Used |
In-line/Category Headers | Rarely Used |
In-Store Radio | Often Used |
Inflatables | Sometimes Used |
Outdoor Signage | Sometimes Used |
Neckhangers | Often Used |
New Item Showcases | Often Used |
Pole Toppers | Often Used |
Printed Handouts | Often Used |
Placeholders, On-shelf | Rarely Used |
Price-label Messaging | Often Used |
Security Pedestal Wrap | Rarely Used |
Shelf Blockers | Sometimes Used |
Shelf Strips | Sometimes Used |
Shelf Talkers | Often Used |
Shelf Danglers/Wobblers | Often Used |
Shopping Cart Ads | Sometimes Used |
Side Panels | Sometimes Used |
Standees | Often Used |
Take-one Dispensers | Often Used |
Tearpads | Often Used |
Stanchion Signs | Often Used |
Wall Banners | Rarely Used |
Window/Door Signs | Sometimes Used |
Violators | Often Used |
Third-Party Media Operator |
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See article. |
In-Store Media
In-Store Media
Third-party advertising programs include:
- SmartSource: Nationally syndicated aisle violators, shelf talkers and floor clings from News America Marketing, New York, promote national-brand activity across the retailer's banners.
- AdSticks: Brand advertising on the plastic dividers used to separate items on checkout conveyor belts at Jewel-Osco. Managed by an eponymous Highland Park, IL-based business.
- In-Store Radio: Music, chain-specific messages and third party ads are provided by InStore Audio Network, Salt Lake City.
- Pharmacy displays: Display units operated by Norwalk, CT-based Frontline Marketing merchandise health and wellness products in the pharmacy department. A media (poster) program is also available on the display and rotates every four weeks.
- Shelf-edge media: Promotions advertised via the primary at-shelf price labels/shelf strips provided by Little Rock, AR-based Vestcom International.
- Health kiosk advertising: Health screening kiosks operated by Chicago-based higi are equipped with both store-facing "attract" screens and an interactive private screen. Advertising and media sales for the network are handled by San Francisco-based Premier Retail Networks (PRN). PRN also handles advertising sales on Pursuant Health kiosks at Safeway, Tom Thumb, Randalls, and Vons locations.
- Checkout displays: Branded displays for food, general merchandise, OTC and health and beauty items in store checkout lanes are maintained over a four-week period by Frontline.
- Checkout Coupons: Receipt coupons provided by Catalina Marketing, St. Petersburg, FL.
- At-shelf labels: San Diego-based Vizer delivers special offers through a code shoppers can scan in stores.
Store Formats/Growth
Store Formats/Growth
Albertsons and Safeway completed a merger on January 30, 2015, forming a combined company that is the second largest supermarket chain in the U.S. The Albertsons network now spans 2,269 stores in 34 states and the District of Columbia under more than 20 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaws, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Market Street, Amigos, and Carrs. In March 2016, Albertsons Cos. acquired 29 of 32 core stores from Bellingham, Washington-based Haggen Inc.
The retailer operates more than 380 stores under its namesake Albertsons banner in the Western and Southern U.S.
There are more than 1,200 stores under former Safeway banners Safeway, Randalls, Tom Thumb, Carrs, Vons and Pavillons. These stores operate in the Western and Southern regions as well as the Mid-Atlantic and Washington, D.C. area.
Former AB Acquisition banners Jewel-Osco, Shaw's, Star Market and Acme together comprise approximately 500 stores and 300-plus pharmacies in the Midwest, Mid-Atlantic and Northeast regions of the country.
Prior to the 2015 merger, AB Acquisition acquired Lubbock, Texas-based United Supermarkets in October 2013. The retailer operates more than 50 stores under the banners United Supermarkets, Market Street and Amigos, as well as approximately 50 in-store pharmacies and 30 fuel centers. The acquisition also included the RC Taylor distributor (tobacco, candy, general merchandise), Praters distributer (prepared foods), Llano Logistics (operates two distribution centers) and United Express (currently 12 convenience stores.)
Most stores were remodeled from existing supermarkets, with the grocery section reduced to accommodate the drugstore. According to Albertsons, 56% of its stores are greater than 50,000 square feet in size, while 35% range from 30,000 to 50,000 feet. Another 9% are smaller than 30,000 square feet. The retailer opened seven and 15 new stores in fiscal 2015 and fiscal 2016, respectively, and expects to open a total of 15 new stores and complete approximately 150 upgrade and remodel projects during fiscal 2017.
The stores follow a typical supermarket layout: fresh and prepared foods on the perimeter, packaged foods and home goods in the center aisles, pharmacies in the back of stores.
Stores also have dedicated natural and organics departments identified by signage and faux hardwood floors. The section carries national brands as well as a private label by the same name. Generally adjacent, an international foods section dubbed “Shop the World” merchandises packaged SKUs and maintains the same aesthetics. Many banners, have dedicated "local" sections within stores, while others disperse locally sourced SKUs throughout the store.
Lifestyle
Safeway’s “Lifestyle” stores tend to be slightly larger, boasting expanded perishables offerings underscored with an earth-toned decor package with special lighting to highlight products and departments, custom flooring and unique display features. Produce departments tout locally grown items, channeling Whole Foods Market with banners and fixtures boasting of the fresh selection. Lifestyle stores also house expanded perimeter departments including produce, pharmacy, meat & seafood and bakery that merchandise meal solutions. They were designed by Novi, Michigan-based Orangetwice.
Lifestyle stores carry an expanded Signature Cafe prepared foods department that offers standard takeout food, such as sandwiches, pizza and sushi, along with more elaborate meals, such as hot dinner plates. The department has a dedicated cash register and often a seating area for in-store dining. The format’s more upscale style also warrants an olive bar and a wider selection of wines, organic fruits and vegetables, and gourmet cheeses. Some stores boast sit-down sushi bars, gelato counters, walk-in wine cellars and coffee-roasting stations. The Napa Valley Wine Academy has even developed a proprietary certification program for professional wine stewards at Albertsons.
This Lifestyle concept appears to be expanding to the retailer's other divisions, as Jewel-Osco, which has introduced new store formats with full-service bars, cheese shops, sushi bars, and dine-in restaurants. At both Safeway's Lifestyle stores and newer Jewel-Osco locations, an expanded selection of organic produce is merchandised separately on islands and cooler displays.
Smaller Stores
Safeway continues to operate a number of smaller stores that also offer an extensive selection of food and general merchandise and that generally include one or more specialty departments.
Special Departments/Services
Special Departments/Services
Across its chains, Albertsons operates 1,722 pharmacies.
Other special departments include seafood and meat, bakery, full-service delicatessens, floral, and in-store banks. Additionally, many stores offer 10-minute and three-day money transfers via third-party MoneyGram. 399 stores have adjacent fuel centers.
1,224 stores also include in-store branded coffee shops, many of which are operated by Starbucks.
All stores carry an array of ethnic merchandise, such as Hispanic, Asian and kosher foods, with locations in some regions devoting entire departments to these products. For instance, while all stores are designated as "Level 1 Kosher" facilities — containing Kosher butcher blocks and a selection of frozen foods and holiday items — some units include full deli departments and dedicated aisles.
In 2014, Albertsons rolled out Stayhealthy HealthCenter kiosks, from Stayhealthy Inc, Monrovia, CA, to 765 stores across four chains. The company later merged with Chicago-based higi, and additional higi kiosks have been added to stores since. The kiosks provide free information on an individual’s blood pressure, heart rate, weight, and body mass index, as well as color-blindness tests.
In the fall, Albertsons chains offer flu shots at its pharmacies, dangling 10 percent of a future grocery receipt for shoppers after receiving one.
Customer Segments
Customer Segments
The retailer has roughly 55 million households in its total shopper universe. The chains’ efforts generally appeal to a range of households, families, ethnic groups and income levels. Although the company has previously target higher-income and older shoppers, growing segments include Hispanic consumers and Millenials.
Company executives have said they want to run each location as if it was the only one, tailoring the experience to the local customer. For this reason, there is not an overarching target shopper for the entire retailer, or even each chain.
Jewel-Osco and Albertsons stores in areas with high Latino populations invest in Spanish-language media, while all of the chains’ stores in areas with many Jewish shoppers have expanded kosher departments.
Each chain has recently expanded its natural food selection, aiming to draw in more health-conscious shoppers from competitors such as Whole Foods, and cater to its pharmacy customers, who spend an average of 2.5 times more than non-pharmacy customers.
The company’s high-low strategy also draws in bargain hunters.
Safeway’s core shoppers continue to evolve as the retailer adjusts its price narrative, leverages its Lifestyle format and enhances its digital offerings. The retailer targets both the low-end and high-end customer. In recent years it also has set its sights on Hispanics as well as both younger consumers and aging boomers.
Safeway has culled loyalty-card data from its chains and other information to develop insights into in-store activity, lifestyle and food preferences, and price and value judgments. To strengthen category management, it applies proprietary variables and algorithms to consumer data, assessing the influence of promotional activity, space allocation, advertising and market price perception on shoppers.
The retailer has plotted out store clusters based on classifications that define key customers as seekers of value, variety, brands, simplicity, discovery or quality. In contrast to its historically centralized operating structure, store managers have now gained significant power to tailor product assortment, merchandising techniques and promotional activity for the key customer segments of each cluster.
Internet Marketing
![Digital Events](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/screen_shot_2021-09-23_at_3.08.45_pm.png)
The retailer’s chain websites underwent a redesign in 2019, bringing nearly all its banners under one simpler, modernized design. A home page leaderboard ad often plugs in-house e-commerce services such as Drive-Up & Go and home delivery or big promotions like Albertsons' evergreen Monopoly campaign. Occasionally a co-operative program with a national brand will receive recognition here as well.
There are many opportunities for brands to partner with the retailer on internet marketing promotions.
Digital Marketplace (moreforu.com)
Powered by Mirakl, Albertsons launched its digital marketplace in 2018 with an initial assortment offering of 40,000 "eclectic and exciting" SKUs to enable customers to discover more specialty items. The assortment then grew heavily, with the grocer’s ultimate goal being to deliver an “infinite aisle” of high-quality products, including many health-conscious products such as natural, organic, ethnic and alternative products as well as GMO-free, non-dairy, gluten free, vegan. The marketplace also offered wine, pet and subscription boxes, as well as items from Albertsons private label brands Open Nature and O Organics. The marketplace's moreforu.com destination became the Albertsons Marketplace or the Jewel-Osco Marketplace, for example, depending on a user's location.
However, the project went on pause during the COVID-19 pandemic, and Albertsons is now promising an improved experience to come.
The supermarket operator was also looking to translate learnings from the online platform into the aisles of its physical stores. The digital platform served as a sort of testing ground for specialty, indie brands to see how receptive shoppers were to their products and concepts, providing valuable proprietary data on consumer and food trends to help educate Albertsons’ in store merchandising decisions.
Email Strategy
Each chain sends emails in which national brands can buy ad space. The ads can link to Albertsons for U digital coupons, a dedicated showcase, shoppable recipes (that often call for national-brand ingredients) or mirror the display ads from the websites.
Most chains send weekly emails that deliver the digital circular. Doubling down on targeted marketing, some chains, including Jewel-Osco, also send weekly “[Name], your exclusive deals are here” emails, which corral offers and spotlight items for loyalty members. (Read more on Albertsons' email marketing strategy, here.)
In addition, part of its strategy is to take what’s already being done in print, and make it digital. At Albertsons, email plays a huge part in delivering offers to shoppers, digitally. In fact, the company is increasingly replicating circular features as email ads and even in-store signage. It's also pushing for more online shopping, as e-commerce continues to grow.
Email communications have gone from a standard, simple template often listing multiple offers, to one which includes more space for messaging and visuals, and more flexibility for brand marketing and differentiation.
Brands can also earn a digital spotlight by providing digital coupons through the Albertsons for U program or those redeemable with online orders made through the retailer’s e-commerce portal. Regular emails sent to members plug a selection of new deals, and can be dedicated to one manufacturer. The company has moved millions of dollars from newspaper ads to digital offers.
![Easy Reorder](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/screen_shot_2021-09-23_at_2.43.16_pm.png)
Other
Regularly rotating display ads throughout the websites promote national brands and link to showcases or recipes. Products from the brand showcases can be added to a printable shopping list that is also accessible via the chains’ mobile applications.
Other significant sections of the website are:
- A "Shop" tab that enables online shopping by offering a buttons to see "Past Purchases," "Deals," "Recipes" and a relevant category like "Cold & Flu Essentials" during flu season, while also listing tons of product categories.
- An "Albertsons for U” tab that brings users to a login page and eventually to online coupons (provided by Coupons.com).
- A "Weekly Ad" tab that directs to respective chain digital circulars, which are scans of the print version. Consumers can click on items to “circle” them and add them to the shopping list.
- And tabs for "Pharmacy" and "Your Store."
In recent years, the company has also made subtle adjustments to its websites (and apps) that make them easier to use for visually impaired shoppers with changes such as audio captions and minimum levels of contrast for images and text.
Retail Media
Retail Media
Albertsons first announced the Albertsons Media Collective near the end of 2021, with a full launch in 2022. The network taps in to purchase data from more than 100 million shoppers across the country, including more than 30 million members of the company’s loyalty program.
Developed in partnership with CitrusAd and Merkle, the network provides opportunities for brands to connect with their most loyal shoppers by opening up native display and sponsored product inventory throughout the company’s websites. Media opportunities include advertising placements on Albertsons owned properties such as its homepage, email, search, app, pharmacy, as well as off-site targeted ad placements.
Albertsons Media Collective boasts it's able to use closed-loop measurement to:
- Curate on-platform opportunities;
- Create off-platform discovery;
- Connect in-store organically; and
- Cultivate loyalty and repeat sales.
The grocer has suggested a framework to standardize retail media networks. Establishing specifications, methodologies and terminology would improve communication among advertisers, agencies and retail media networks as it reduces inefficiencies and lowers costs, the retailer has stated.
In 2024, Albertsons Media Collective debuted Collective TV, which works across Google Display & Video 360, The Trade Desk, LiveRamp and others to streamline the media buying journey and help target, measure and optimize campaigns across streaming, digital video and soon linear TV.
Key Partnerships
Albertsons partners with Firework, a short-form video platform designed to bring a shoppable, livestream video experience to any website. The platform's swipeable, shoppable interactivity permits shoppers to engage directly with brand and product videos, and on-site hosting gives brands direct access to the consumer data and monetization opportunities arising from their shoppable video content. Firework also offers retailers the opportunity to sell “digital shelf space” to brands they carry in the form of video ad placement, for additional sources of revenue.
In 2023, Albertsons partnered with:
- Meta and omni-channel advertising platform Kargo to pilot interactive circular ads across Facebook and Instagram. The format allows customers to connect with their local store, clip offers and add products to their shopping lists.
- Omnicom Media Group (OMG) to help marketers better target and measure shoppers through connected TV advertising via The Trade Desk platform. OMG and Albertsons Media Collective are also teaming to create a multi-party clean room.
- Pinterest to be the first advertising partner to leverage the social platform's clean room initiative.
- Chicory to offer a streamlined shoppable recipe option.
In 2024, Albertsons teamed with:
- Commerce media company Criteo to boost onsite sponsored advertising offerings and grow other ad formats.
- Business and technology company Capgemini to enhance media planning, media operations and content creation.
- Rokt, an e-commerce technology solutions provider, to enable non-endemic brands to advertise across several of its banners’ e-commerce assets.
In 2024, Albertsons also expanded its partnership with R.R. Donnelley & Sons, a provider of marketing, packaging, print and supply chain solutions, to reshape its promotional marketing and merchandising strategies.
Trends Report
For the past five years, brand marketers have been asked to rate various retail media platforms for Path to Purchase Institute’s annual Trends Report. Generally they have given the platforms good scores. In the magazine's 2024 Trends Report, Albertsons Performance Media rated highest for creative freedom, with 53% of those surveyed calling it “good” or better. ROI didn’t rank as well, however, with 61% giving it a “fair/poor” grade. (See chart below.)
![albertsons retail media 2024](https://assets1.p2pi.com/s3fs-public/styles/hero/public/2024-01/albertsons.png)
Key Facts
The chart below has information compiled by The Mars Agency. It is published as part of THE AGENCY'S quarterly Retail Media Report Card, with input provided by the retail media networks
![Albertsons Mars Retail Media](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2023-03/albertsonsmarsrmn.png)
Mobile Marketing
Mobile Marketing Strategy
Deals & Delivery App
Launched in 2021, Albertsons' Deals & Delivery mobile application combines Albertsons’ two most used services, the Albertsons for U loyalty program and the rebranded FreshPass delivery subscription program. Shoppers can download the app by store name across Albertsons’ 20-plus banners, including Safeway, Albertsons, Tom Thumb, VONS and Jewel-Osco. The Deals & Delivery app features a digital wallet and app coupon integration, list builders and a pay-from-app functionality.
The mobile app groups Albertsons for U coupons, while offering category filters like beverages, special offers, frozen food, etc. and allowing users to customize categories themselves. The app also sometimes includes static banner ads that link to product lists within the app, as well as carousel ads that are generally devoted to larger promotions, such as the Monopoly game. (See “Promotional Calendar".)
Carousel ads also promote three “Featured Recipes” in the recipe section. The full catalog of recipes, which call for national-brand ingredients, is also available.
Additional mobile app features include:
- store-specific sale information,
- access to circulars,
- the ability to create grocery lists that can be accessed online and emailed,
- Foursquare check-in capability, and
- a store locator and hours of operation.
Aimed at boosting convenience through shoppable recipes available directly via the app, Albertsons added a Meal Plans tool providing access to thousands of recipes, created by professional chefs and dietitians (including seasonal recipes and dishes developed by its Plated meal kit brand), that loyalty members can browse and drop ingredients directly into their carts. Members can also view available deals or clip digital coupons that apply to items in their cart before they checkout. The Meal Plans functionality integrates meal-planning app Mealime to set dietary preferences and develop menus from that. Albertsons believes the functionality facilitates a week’s worth of shopping in 10 minutes. The app also has a budget tracker and a hands-free cooking mode that offers step-by-step instructions and a timer.
In some Safeway stores, InMarket has activated Apple iBeacons that send smartphone-wielding shoppers contextual notifications (provided they have their Bluetooth turned on and have downloaded a participating app). Safeway additionally participates in third-party mobile apps such as Ibotta.
One Touch Fuel App
In early 2019, Albertsons had tapped Microsoft’s cloud services, including Microsoft Azure and Microsoft 365, to launch a new mobile app, One Touch Fuel, to alleviate the hassle of prompts at the pump and save an average of 90 seconds during a fuel-up. The solution uses Microsoft Azure and geo-fencing to allow customers to complete almost all the tasks associated with paying for gas from within the comfort of their car.
In addition, each chain has its own mobile-optimized website and a mobile application — both of which provide national-brand advertising opportunities and are powered by Mi9 Retail's MyWebGrocer.
Sincerely Health
The digital health and wellness platform, designed with the input of healthcare providers, insurance companies and technology organizations, generates an overall health score and can be linked to activity trackers. Users can log vitals, keep a medication diary and set health goals. The platform – in addition to an initial sign-up purchase incentive – also allows them to manage prescriptions, schedule vaccinations and earn rewards for meeting goals. For the first anniversary of the platform, the retailer provided customers with exclusive offers and doubled rewards (for a limited time) for those who established and met their healthy eating and activity goals.
The retailer continues to update the platform, most recently by adding a nutritional insights feature that measures grocery purchases based on the U.S. Department of Agriculture's MyPlate guidance.
The retailer has partnered with Apple to link activity data from Apple Watch and iPhone to the Sincerely Health app. Users can earn activity points for meeting daily Move, Exercise and Stand goals, which can then be toward grocery coupons and discounts.
Sincerely Health is available on 16 of the Albertsons’ banners’ grocery apps and websites.
Other Apps
Pharmacy: Lets consumers review prescriptions and available refills, as well as request refills. Family accounts let consumers manage a family member's prescriptions. Functionality includes medication reminders.
Rush Delivery: Enables grocery delivery in as little as two hours through Instacart.
Social Media
![graphical user interface, text, application, chat or text message](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/screen_shot_2021-09-23_at_2.33.35_pm.png)
Social Media Strategy
While all of Albertsons' chains utilize social media to promote national brands and support their own marketing campaigns, the scope varies widely by banner. Chains such as Jewel-Osco, Shaw's and Acme post frequently, while other chains seldom post chain-specific updates, with their feeds consisting mainly of corporate-produced videos and Facebook Live streams.
Facebook
For the chains that do use social media frequently, Facebook updates usually include recipes, cooking tips, product spotlights, sweepstakes announcements and seasonal updates. National brands earn exposure through updates that support national programs, retailer-wide overlays to national programs, and chain-specific promotions, such as a sweepstakes or short-term bulk-purchase incentives. Chains sometimes repost relevant updates from sports teams, manufacturers and other entities.
X, formerly known as Twitter
The feeds mimic Facebook posts, although some chains post more frequent national brand promotions on the platform. Chains also re-tweet customer praise, updates from community organizations and respond to shoppers’ complaints.
Instagram
National-brand opportunities are available on the retailer’s Instagram accounts, but the extent varies by chain. Most images depict fresh and prepared foods, baked goods and floral arrangements. Other photos support seasonal promotions or community events.
Pinterest
Each chain names their Pinterest boards differently, but all are grouped around recipes categorized by food type, diet trends, meals and holidays. Many of the recipe pins link back to the chains’ recipes pages, but some direct consumers to food websites. Floral arrangements, beauty items and seasonal decor sometimes gain their own boards, and a few boards are built around private labels such as O Organics and Debi Lilly Design. Jewel-Osco and Albertsons also have manufacturer-specific boards containing recipes for Kraft Foods Group and Coca-Cola Co., respectively. Each chain also hosts cooking demonstrations, TV spots and videos tied to campaigns.
In 2020, Albertsons partnered with Pinterest and Vestcom to roll out a Pinterest-enabled shelf-edge media platform, enabling in-store shoppers to scan special tags/displays and be directed to the retailer's Pinterest page for recipes and product lists. In 2021, Albertsons doubled down on its partnership with Pinterest to drive new first-to-market shopping experiences. The new multi-year agreement will use artificial intelligence (AI) and application programming interface (API) technology to help grocery shoppers plan inspired, fresh meals. The collaboration also taps into Pinterest’s growing creator ecosystem, forward looking trends and new formats like Idea Pins — Pinterest’s multi-page video format.
E-Commerce
![Albertsons](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/screen_shot_2021-09-23_at_2.29.34_pm.png)
E-Commerce Strategy
Although e-commerce sales reportedly only make up only a single-digit percentage of Albertsons Cos. total grocery sales, the retailer continues to invest in e-commerce and technology to bring more convenience to shoppers across touchpoints. The effort appears to be working, considering that in fiscal 2022, Albertsons reported that digital sales increased 28%. For 2021, the retailer reported 5% growth; that same year it added digital sales growth was 263%, on a two-year stacked basis.
Albertsons has about 35 million customers who shop online. The retailer reports that 1,864 stores are enabled with e-commerce and Drive Up & Go capabilities. The company sees its online efforts as an extension of the store, with a focus on omnichannel shoppers who want a consistent experience in stores and online. The retailer's specific initiatives are often tailored towards the unique needs of shoppers in urban, suburban and rural markets. Although Albertsons previously did not view e-commerce as a customer acquisition asset, it now believes it is positioned to capture new shoppers with its offerings.
In 2021, Albertsons formed a partnership with Firework, a short-form video platform designed to bring a shoppable, livestream video experience to any website. The food retailer is the first U.S. grocer to employ the Firework platform to bring online shoppers a community-oriented experience led by shoppable, short-form and livestream video. The end-to-end implementation at Albertsons will consist of three distinct phases. In the first phase, the retailer is using Firework to post short video content and cooking experiences on the various banner websites.
![Home Delivery](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/screen_shot_2021-09-23_at_2.35.59_pm.png)
Home Delivery
Prior to the merger of Albertsons and Safeway, Safeway had been quietly expanding a home grocery delivery business since 2001. Following the merger, the newly formed Albertsons Cos. began expanding its own delivery service to new regions and banners, such as Tom Thumb and Randalls in select Texas markets, Albertsons and Safeway in Denver, and Jewel-Osco in Chicago. Today, the company makes home deliveries in eight of the ten most populous MSAs in the U.S and has 1,000 owned grocery delivery trucks. It also offers home delivery of prescriptions in roughly 50% of stores and drive-thru pharmacies in 1,350 freestanding drugstores.
Shoppers using the services can place orders online (via designated websites) or through delivery mobile applications. (See "Mobile Marketing" section of profile.) Both the websites and the apps include features honed over the last decade to facilitate e-commerce orders, such as the ability to import shopping lists and shop by history as well as the use of modern design language, improved usability, more products, less promotions and themed carousel ads.
Additionally, many chains, including Albertsons, Jewel-Osco, Shaw's and Acme support online orders for cake and party trays that are then available for in-store pick up. Jewel-Osco and Safeway customers can order and send floral arrangements from third-party vendor Florists’ Transworld Delivery Inc. Albertsons customers can do the same (nationwide) from Albertsons Floral Market.
In July 2023 Albertsons launched a Vine & Cellar wine delivery program in California, featuring new and exclusive wines accessible through Safeway, Albertsons, Vons and Pavilions websites.
![Fulfillment Partners](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/screen_shot_2021-09-23_at_2.47.33_pm.png)
Several Albertsons chains offer same-day delivery via third-party services such as Shipt, Instacart and DoorDash (including piloting the DoubleDash service), to pilot speedy delivery for ready-to-eat foods from some Albertsons locations. The company is also exploring similar delivery services such as Uber Eats.
In 2024, Albertsons partnered with Grubhub, which is delivering groceries for nearly 1,800 Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, ACME and Tom Thumb stores nationwide.
In September 2023, Albertsons launched Flash, a new delivery and pick-up service which allows shoppers to get their delivery and Drive Up & Go curbside pickup orders in as soon as 30 minutes. Flash builds on Albertsons' FreshPass service (see Loyalty Programs). Flash is available in more than 2,000 stores, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme and Tom Thumb. Flash is accessible via the stores' websites or mobile apps. Most orders can be up to 35 items (some locations vary), but alcoholic beverages, tobacco products and some foods are not eligible. Pickup costs $3.95 per order, and delivery runs $11.95 per order. FreshPass members get free pickup service, and Flash delivery for $2 per order.
In March 2019, Albertsons partnered with location-sharing tech provider Glympse to give shoppers using the grocer's e-commerce platform the ability to track in real time the status of a grocery delivery or Drive Up & Go order. The service is available now on delivery orders at select chains including Albertsons, Safeway, Jewel-Osco and Vons. Glympse isn't available on orders fulfilled by Instacart.
In 2021, Albertsons began piloting a remote-controlled grocery delivery cart in Northern California with automated logistics specialist Tortoise that provides a contactless solution for last-mile delivery of online grocery orders.
![Click & Collect](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/screen_shot_2021-09-23_at_2.37.11_pm_0.png)
Click & Collect
Albertsons has also been expanding its click-and-collect model at various banners with it now covering 96% of households in its market areas with first-party pickup offerings. Additionally, more than 80% of its households are able to receive the Drive Up & Go orders in two hours.
Drive Up & Go allows shoppers to place orders of at least $30 online or via designated mobile app and includes same-day and next day options, reserved parking and free delivery to vehicles.
![Other Sites](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/screen_shot_2021-09-23_at_2.34.35_pm.png)
Digital Marketplaces
In 2018 Albertsons launched O Organics Market, a virtual store powered by Instacart offering organic, natural and better-for-you foods, beverages and other groceries under the company's O Organics and Open Nature private labels, as well as commonplace products such as Dave’s Killer Bread and Annie’s Organic Fruit Snacks. The store caters to an “important segment” of Instacart patrons who seek organic and natural products while deepening Albertsons' commitment to expanding its digital footprint.
![Auto Replenishment](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/screen_shot_2021-09-23_at_2.40.59_pm.png)
Meal Kits
Albertsons Cos. also acquired meal kit company Plated in 2017. After rolling out the kits across banners and offering them via Instacart’s delivery service, Drive Up & Go’s in-store pickup and online for home delivery in 2018, Albertsons abruptly pulled the kits from most stores (aside from Safeway) in March 2019, just a couple months after Plated co-founder Josh Hix left the company, and laid off about 10% of its New York City staff a month later. As a result, Plated’s subscription service was phased out in November 2019, though the company plans to add new product offerings in additional stores in 2020 as it positions Plated as a holistic home meal solution, primarily targeting shoppers with families and a larger basket than the average shopper.
Albertsons in late 2021 began piloting DoorDash’s DoubleDash service, which enables consumers to tack on an order from a local restaurant and retailer to their Albertsons orders, with no added delivery fees or new order minimums.
Auto-Replenishment
In 2021, Albertsons rolled out Schedule and Save, an auto-replenishment tool for online loyalty shoppers nationwide to set automatic refills on certain frequently purchased products at a discount for pickup or delivery. The tool, developed by Replenium, launched in 2021 at 120 Safeway stores in northern California. Shoppers pick which products they want to set to auto-replenishment using a button positioned below the “Add to Cart” button. The system provides a recommended interval for replenishment, with shoppers able to customize that timing, including delivery or pickup windows. Machine learning also powers the ability to suggest new products for automatic ordering and calibrate recommended replenishment timing.
SNAP
Where available, Albertsons accepts SNAP EBT in any state where the company has online delivery or DriveUp & Go pickup services. DoorDash users can use their benefits at nearly 400 Albertsons locations nationwide.
NationsBenefits
Albertsons accepts select health benefits as payment through a partnership with the NationsBenefits network of grocery and over-the-counter retailers. Members of the health plan managed care provider can use their benefits buy qualifying groceries and wellness products.
Circulars
Circulars and Publications
Albertsons publishes weekly circulars and a “Big Book of Savings” booklet monthly. The wholesale division handles circular production for both corporate stores and the franchise network. Although regional circulars vary extensively, featured items are sometimes carried corporate-wide.
Circulars run on a Wednesday through Tuesday schedule at Albertsons, Jewel-Osco, Tom Thumb, Randalls, Safeway and Vons; and Friday through Thursday at Shaw’s, Acme and Star Market.
Typical sales events include BOGOs and two-for-one deals. Retailer coupons are sparsely scattered throughout. The tabs usually group products by category, with fresh and prepared foods, personal care, liquor, dairy and frozen goods always receiving space. Often, bulk-purchase incentives from manufacturers will receive features, the sizes of which vary from a quarter-page to a half-page. Seasonal merchandise is highlighted toward the end of the tabs.
Corporate-wide features include "Live Healthy, Be You," which runs across one to two pages and deviates significantly from each chains' template. Various personal care and OTC brands are represented, with the retailer offering bulk-purchase incentives.
Jewel-Osco, which often does things a little differently than its sister chains, additionally deploys a monthly “Natural & Organic” brochure and a bi-monthly “Spotlight on Savings” brochure, the latter of which was just introduced in January 2019 and includes deals not shown in the weekly circular. Jewel’s circular typically comprises eight to 10 pages. Recurring features include Mix & Match and Fav 4. (See “Promotional Strategy.”)
Shaw’s circular generally comprises six pages. Recurring features include Weekly Specials, Look What $5 Can Buy and Mix & Match.
Acme runs an eight-page tab; 10 for $10 and Mix or Match features recur.
Albertsons’ tab, six-pages long, focuses on bulk-purchase incentives more than its sister chains. Circulars will occasionally inclue “coupon mania” pages that carry up to 28 coupons.
Most of the former Safeway chain circulars now have their own template, and a few chain-specific features each week — though upscale chain Pavilions’ circular deviates slightly, including all corporate initiatives but placing more emphasis on gourmet and specialty items. All advertised sale prices are for loyalty cardholders only. The tabs generally include coupons that can be clipped or accessed digitally via Albertsons for U.
Most chains run the monthly “Big Book of Savings” booklet or a similar variation (e.g. Safeway runs a “Big Book of Coupons” booklet), advertising month-long offers and sales. The booklets run from 24-32 pages and often carry account-specific coupons.
Loyalty Programs
Loyalty Programs
Albertsons rebranded its loyalty program in 2021, followed by a streamlining of the plan in 2024. Now named For U, the grocer says the new program encompasses the best of the previous loyalty program, Just for U.
The program carries the name of each respective banner store within Albertsons Cos. — i.e. Albertsons for U, Safeway for U, Jewel-Osco for U, etc. Membership is free, and new members immediately earn $5 off their next in-store or online purchase of $25 or more of qualifying items. Perks include personalized deals, a free item every month, a special birthday treat and more.
The 2024 update is simpler, with:
- A single points currency to earn and use: One point for every $1 spent on qualifying purchases. Every 100 points earned can be used toward discounts on select groceries and gas, where available.
- More time to earn and build points: Now members have two months to earn and redeem points.
- Automatic cash off: Members can opt-in and automatically convert points into cash-off savings at checkout.
The previous Just for U digital coupon loyalty program had expanded to all banners to replace Albertsons’ legacy MyMixx program in 2018. Just for U boasted roughly 17 million registered households actively redeeming offers with over six million engaged shoppers each week, representing 41% of sales. In 2024, more than 38 million are enrolled in For U.
The loyalty program is accessible via desktop computers or through chain mobile applications. Albertsons uses loyalty program data to partner with CPG companies and build unique offers.
The retailer also introduced a Flavor Adventure online game for its loyalty program members. For a limited time, players can unlock further game activity, digital coupons, recipes and sweepstakes entries as well as win prizes. The game encourages players to explore different areas, including the cooler, grill, picnic, house, garden and yard. Spending money unlocks gameplay and sweepstakes entries. A heavy emphasis is placed on Albertsons' private label offerings.
Other Rewards
The grocer also offers an Rx card for the pharmacy offering 30- and 90-day supplies of 500 generic drugs for, respectively, $3.99 and $9.99. The program additionally offers discounts on other generic and national-brand drugs, immunizations and pet medications.
Jewel-Osco runs "JoJo's Club," a kid's club which leverages its new store mascot JoJo. Kids age 12 or younger receive a card which allows them to receive a piece of fruit or a cookie each time they shop with their parents. The retailer previously offered the same program under a "Healthy Eaters" name in 2014 and 2016.
Additionally, chains are partners with the third-party Upromise program, through which a percentage of the purchase price for participating brands is deposited into a college savings account. Customers add eCoupons to their Upromise cards, the value of which is deposited back into their accounts.
Gas Rewards
The Gas Rewards program, initially launched by Safeway in 2012, offers additional savings at participating gas stations. Members earn one Reward Point per dollar for eligible grocery and pharmacy purchases, and two points per dollar for gift card purchases. Shoppers who earn 100 points can redeem them for 10 cents off per gallon of gas, while 200 points translates to 20 cents off per gallon.
At chains with loyalty program, the points are tracked through their cards; at those without, shoppers can register their phone numbers to earn points. Chain mobile applications also display Reward Points summaries.
In 2013 Safeway expanded the program beyond its Safeway-branded fuel station to also reach participating Chevron, Texaco, Exxon and Mobil locations in the Mid-Atlantic and West Coast regions. In 2016, Safeway, part of the newly formed Albertsons Cos., expanded the program to the East Coast through a new partnership with Sunoco LP. Around this time, the program also began launching at former AB Acquisition chains including Albertsons and Jewel-Osco (the latter through another new partnership with Royal Dutch Shell.)
FreshPass
Albertsons launched its FreshPass customer benefits program in 2021. An annual membership is $99, or $12.99 monthly. FreshPass includes unlimited free online delivery on orders that are at least $30. Some markets offer free two-hour delivery and Drive Up & Go options.
Annual subscribers get
- a monthly $5 credit;
- 5% discounts on O Organics, Open Nature and Signature Pet Care private labels;
- double rewards points on Albertsons' own brands;
- exclusive Starbucks benefits; and
- a VIP customer service line.
Private Label
Private Label
Albertsons Cos. has made its own brands a pillar of its growth strategy. The grocer offers more than 10 private labels encompassing more than 14,000 products, with the goal of developing for them “a cult-like following.” In fiscal 2023, the retailer had $16.5 billion in Our Brands sales.
The grocer extensively rebranded its private labels in 2023, folding its Signature Farms, Signature Care and Signature Cafe products under one master brand, Signature Select. The rebranding includes a new logo and packaging, as well as a marketing campaign that showcases the brand as a convenient and affordable alternative to national brands. Signature Select’s transition is expected to be complete in early 2024.
Signature Select was already the company’s largest private label, encompassing more than 8,000 products including packaged salads, ice cream, frozen pizza, paper goods, pasta, coffee, snacks, canned goods, and ground beef, pork and chicken. The consolidation brings Signature Cafe’s’ deli items, Signature Care’s baby and personal products, and Signature Farms’ poultry and produce under the Select label.
![signature select mix and match albertsons](https://assets1.p2pi.com/s3fs-public/styles/hero/public/2024-01/signature_select_mix_match.jpg)
In January 2024, Albertsons introduced Signature Select Mix + Match, a line of frozen entrees, side and veggies (with five options each) that can be cooked together in a standard oven for a complete meal.
Of the grocer’s private labels, Signature Select, Signature Cafe, Lucerne and O Organics have topped the billion-dollar sales mark.
Albertsons has grown its natural and organic category significantly for the past several years to address shoppers' growing health concerns, offering two complementary premium lines in this category:
- O Organics: Launched at Safeway in 2005, O Organics is Albertsons’ top-selling organic brand and achieved $1 billion in sales in 2018. The line has grown to over 1,500 USDA-certified organic products, spanning produce, dairy, meat, deli, snacks, baby and laundry items. In 2023, Albertsons unveiled a new look for the line, with more vibrant packaging. It also designated April as Organic Breakfast Month, with social media activity encouraging customers to share their favorite breakfast routine using #WakeUpOrganic. The goal is to make the brand the go-to for Generation Z and young millennials.
- Open Nature: Launched at Safeway in 2011, Open Nature today spans more than 500 items across over 100 categories including beef (of the grass-fed domestic variety), chicken, sausages and packaged foods that are free from 110 ingredients such as antibiotics, nitrates, and preservatives like sulfites. The brand expanded into non-food items in 2018, and includes pet, baby and Safer Choice Certified house cleaning products, as well as paper towels made from recycled paper and industrially compostable cutlery. Redesigned in 2023, Open Nature received a new logo and larger callouts to emphasize its high-quality ingredients and minimally processed attributes.
Signature Select as well as O Organics and Open Nature receive a significant amount of marketing support from the retailer. Comprehensive launch campaigns built awareness, and the retailer continues to plug the lines with in-store signage, displays, circular features, social media activity and other tactics. They are occasionally the focus of seasonal retailer campaigns, and are almost always eligible for recurring promotions such as the Monopoly game and the "Stock Up Sale."
Other private labels include:
- Value Corner: the retailer's value-tier private label
- Lucerne: dairy brand offering more than 400 items across some 20 categories such as milk, cheese, sour cream, ice cream and eggs; about 70% of the portfolio is rBST free
- Primo Taglio: more than 80 deli meats and cheeses
- Waterfront Bistro: more than 140 seafood selections, entrees and complementary items
- Debi Lily: bouquets, candles, vases and gifts
- Soleil: A line of sparkling waters in 15 flavors, with no added sugars, sweeteners, artificial flavors, calories or sodium; and three non-alcoholic mocktail options
- ReadyMeals: Prepared meals, sandwiches and sides
Albertsons continues to add to its private label wine offerings, more recently with its Vinafore Collection: Five varietals crafted from vineyards in California and France, curated by Curtis Mann, master of wine at Albertsons, in partnership with DC Flynt MW Selections. The retailer also has a boxed wine brand, Box Wise, and has launched its Vine & Cellar wine delivery program in California.
The retailer also has transitioned more than 80% of its private label canned products to non-BPA lined packaging, and all of its Waterfront Bistro products adhere to its "Responsible Seafood Policy" aimed at improving transparency within its seafood supply chains.
Albertsons also operates 19 of its own manufacturing plants: seven for milk, three for soft drinks bottling, three for bakery products, two for ice cream, two for grocery/prepared foods, one ice plant and one soup plant.
Cause/Community Programs
Cause/Community Programs
The company works in a decentralized format where each of the 14 divisions run their own cause marketing programs in addition to national programming for causes such as hunger relief, cancer awareness and fighting multiple sclerosis, as well as with nonprofits such as the Wounded Warrior Project. The Albertsons Companies Foundation frequently makes donations supporting education, cancer research, hunger relief, veterans support and programs for people with disabilities.
The Safeway Foundation provides monetary support to local groups focusing on health and human services, hunger relief, education and people with disabilities. In late 2023, Safeway teamed with YouTuber and philanthropist MrBeast, for a contest that blended a “Survive in a Grocery Store” challenge with charitable activity.
Various chains also work with the foundation to activate programs locally. The Shaws and Star Market Foundation functions similarly, supporting groups such as Best Buddies International, often with in-store activations.
Acme Markets partners with the NFL's Philadelphia Eagles in April to stage Fight Hunger, a food drive benefitting local nonprofit the Coalition Against Hunger. Shoppers are encouraged to purchase pre-packed bags of groceries for donation.
Recurring chain-wide and local programs include:
- Nourishing Neighbors Fund: A companywide checkout and online donation program to support hunger relief organizations, with a particular focus on breakfast programs for kids. In 2023, the company launched a monthlong "Fight Hunger, Serve Hope" campaign, where for every O Organics private label product sold, one meal would be donated to Nourishing Neighbors — up to $7 million or 28 million meals, which it is repeating in 2024. Also in 2024, the program is celebrating a decade of Nourishing Neighbors and the $297 million raised for the program. It also holding a contest on social media where grant recipients can share their stories with a #NoursingNeighbors to be eligible for additional funding. Also in 2024, Kellanova donated $50,000 as part of the "Feed the Love" in-store promotional campaign.
- Hockeyville: Chains participate in Kraft Heinz’s national Hockeyville competition, in which local youth hockey teams can enter to win rink upgrades. Shaw’s and Star Market have staged overlaying sweeps with the NHL’s Boston Bruins.
- (Holiday) Donation Solicitation: Stores partner with local food banks and charitable organizations in their communities, especially during the holidays, to support families in need. Shoppers can make tax-exempt donations at checkout.
In 2023, Albertsons Cos. teamed with global financial services technology provider FIS and Soda Health, a healthcare tech company whose goal is to customize benefits and improve health equity. Customers with FIS and Soda Health-integrated benefit cards can shop for eligible food and health SKUs at banner stores.
Albertsons has a partnership with Uber to use the delivery service to transport excess food from supermarkets to food banks and nonprofits, beginning in the Washington, D.C. area. The program has since expanded to Boston, Chicago and Denver.
Sustainability
Several times, Albertsons has earned the Safer Choice Partner of the Year Award from the U.S. Environmental Protection Agency for its products that use safe chemicals, including from its private label. Albertsons was recognized in the “Retailer” category for launching new Safer Choice-certified Own Brands products, raising awareness of the Safer Choice certification and helping to identify opportunities for educating consumers to make informed buying decisions. The award was first launched by EPA in 2015, and as of 2021 Albertsons received the award four times in six years.
Advertising Strategy
Advertising Strategy
Tagline: Favorite Local Supermarket (corporate)
Chains will occasionally share a TV spot, tweaking the voiceover to make it applicable. These spots emphasize low prices.
Sincerely Campaigns
In 2023, Albertsons Cos. built on its "Sincerely" wellness drive to launch "Sincerely, Food," an omnichannel campaign that emphasizes the role of foods in everyday and special occasions as well as for improved health and day-to-day convenience.
In other advertising strategies, the banners focus on the following:
Albertsons:
Key markets: Denver, Los Angeles, Dallas-Fort Worth, San Diego, Las Vegas, Phoenix
Most frequently, Albertsons uses radio spots that employ a seasonal theme and promote prices on popular products from manufacturers such as General Mills, Coca-Cola Co. and Campbell Soup Co. About 16% of the spots are co-operative.
The chain also runs co-op TV spots with the Dallas Cowboys and Arizona Cardinals. Other TV spots highlight fresh and prepared foods and Stock Up Sales.
The Dallas-Fort Worth market also has Spanish-language radio spots.
Acme:
Key Market: Philadelphia
Acme focuses its advertising on radio spots as well, using them to promote short-term sales. Much less frequently, TV spots leverage the grocery chain’s sponsorship of the Philadelphia Eagles. (See “Sponsorships.”) Occasionally Acme will run display ads on the Eagle’s website as well.
Jewel-Osco:
Key Market: Chicago
Like its sister chains, Jewel-Osco relies heavily on radio spots. It also invests heavily in Spanish-language media; it runs newspaper ads as well.
Shaw’s:
Key Market: Boston
Shaw’s most common advertising vehicles are radio spots that highlight short-term sales or are seasonally themed. Frequently, the spots activate the chain’s sponsorship of the Red Sox Radio Network by having the team’s announcer read the content.
Safeway (Vons, Randalls, Tom Thumb, Pavillons, etc):
Primary media: Local TV and radio, ROP newspaper ads, co-op FSIs, online ads, outdoor signs
Safeway conducts national, corporate-level media advertising for select major promotions, with necessary regional variations in TV spots, local radio, ROP ads in regional newspapers and online display advertising. Divisional-level advertising is also employed.
The grocer frequently spotlights its produce and local growers, as well as current promotions and its various cause programs. The retailer heavily emphasizes its competitive pricing on both private-label and national-brand products, and often refers to the benefits of its loyalty programs.
The grocer runs various print advertising, but has stated it wants to eliminate print in favor of more personalized digital ads through the Albertsons for U program.
Solution Providers
Solution Providers
- Advertising: The Kiechler Marketing Group, Dallas
- Advertising, Design: Drake Cooper, Boise, Idaho
- Event Marketing, Jewel-Osco: GT Universe, Chicago
- Antibacterial dispensing wellness kiosks: Terraboost Media, Miami Beach, Florida
- Shelf tags and shelf-edge communications: Vestcom, Little Rock, Arkansas
- POS advertising: Neptune Retail Solutions, Jersey City, N.J.
- In-store audio advertising: InStore Audio Network, Princeton, New Jersey
- In-store self-checkout systems, front-end optimization: Toshiba Global Commerce Solutions, Durham, North Carolina
- Digital media platform, Albertsons Performance Media: Quotient Technology Inc., Mountain View, California
- Albertsons Digital Marketplace (moreforu.com) operator: Mirakl, Paris
- Product discovery/sourcing: RangeMe, San Francisco
- Website, e-commerce, mobile: MyWebGrocer, Winooski, Vermont
- Facebook applets: Woobox, Vancouver, Washington
- Category management analysis: Digitalrep LLC, Wilsonville, Oregon
- Food waste software solution: Afresh Technologies, San Francisco
- Merger & acquisition financial advisors: Citigroup, New York
- Insights, supply chain data: IRI, Chicago
- Blockchain platform: IBM Food Trust network
- Prescription delivery: ScriptDrop, Columbus, Ohio
- Omnichannel services: Google, Mountain View, California
- Hyper-personalization (Adobe Experience Cloud): Adobe, San Jose, California
- Short-form video: Firework, Redwood City, California
- Ad tech: CitrusAds, Melbourne, Australia
- Coverings for conveyor belts: Handstand Innovations LLC, Grand Rapids, Michigan
- DOOH Media and recycling solutions, at select Safeway locations: Olyns, Santa Clara, California
Sponsorships
Sponsorships
Albertsons
- National Football League’s Seattle Seahawks: Shoppers wearing Seahawks jerseys on game days receive 10% off their total receipt. The retailer sells team-branded products from other official sponsors such as PepsiCo's Gatorade, Anheuser-Busch InBev and Coca-Cola Co. The retailer also flies “12th Man” flags (a tradition at Seahawks home games) outside its stores during the playoffs.
- NFL’s Dallas Cowboys: Partner each year for the Souper Bowl of Caring cause campaign (see “Promotional Calendar”), runs a sweepstakes awarding game tickets and hosts player appearances in stores.
- NFL’s Arizona Cardinals: Radio spots promote sweepstakes leveraging the sponsorship.
- National Basketball Association’s Dallas Mavericks: The team and chain partner for in-store cause campaigns, NBA overlay programs benefiting youth, and in-store ticket giveaways.
- National Collegiate Athletic Association’s Southern Methodist University Mustangs: Sells merchandise in stores.
- Major League Soccer’s FC Dallas: Hosts experiential marketing events at stores to support cause campaigns.
- NASCAR: Partnered with Richard Petty Motorsports and its No. 44 team and driver Brian Scott.
Jewel-Osco
- Official grocery store of the NFL’s Chicago Bears. The retailer and team conduct cause campaigns together; players make store appearances; stores sell licensed Bears apparel; shoppers wearing Bears jerseys on game days receive 10% off their total receipt.
- Major League Baseball’s Chicago Cubs. The chain works with various players for exclusive products and runs a "Stock Your Bullpen" sweeps each summer awarding game tickets and memorabilia. The promotion also includes fellow chicago team the White Sox.
- Regularly partners with national Hockey League's Chicago Blackhawks for sweepstakes during hockey season.
Acme
- NFL’s Philadelphia Eagles. The retailer and team conduct cause campaigns and sweepstakes together; players make store appearances.
- Official supermarket of Dover International Speedway: The chain has a VIP seating section and Fan Zone tent at the event; circular features promote them.
Shaw’s
- Primary sponsor of the Boston Red Sox Radio Network English-language broadcasts.
Albertsons/Vons/Pavilions
- Southern California banners inked a sponsorship agreement with NFL's Los Angeles Rams in 2016 upon their return to the city from St. Louis. Runs a "Game On' sweepstakes at start of season activating sponsorship.
Safeway
In 2014, Safeway inked partnerships with several National Football League teams, leveraging the sponsorship for a continuity program co-created with fellow NFL sponsor PepsiCo.
The retailer also supports local events. For example, it is title sponsor of the “2014 Bisbee Blues Festival” in Arizona.
Marketing Expenditures
Marketing Expenditures
Advertising costs were $535.7 million in fiscal 2023, $498.2 million in fiscal 2022, $440.5 million in fiscal 2021, $385.1 million in fiscal 2020, $405.6 million in fiscal 2019, $422.3 million in fiscal 2018 and $497.5 million in fiscal 2017.
Net cooperative advertising allowances for those years were $67 million in fiscal 2023, $63.9 million in fiscal 2022, $72.9 million in fiscal 2021, $72.7 million for fiscal 2020, $91.9 million in fiscal 2019, $101.3 million for fiscal 2018 and $81.1 million for fiscal 2017.
Metaverse
Metaverse
Albertsons, for Cyber Monday 2022, placed billboards in the 3D virtual platform Decentraland, announcing a limited-time promotion called the Meta Mega Deal. There, in the virtual world, shoppers could buy select real-world snacks and soda pop, and have the products delivered to their homes at no cost. The grocer said it was the first to sell and deliver tangible items on the platform.
![Albertsons Logo](https://assets1.p2pi.com/s3fs-public/styles/hero/s3/2022-07/albertsons1.jpg)
Albertsons Companies Promotional Calendar
A roundup of seasonal promotions.
January
All Banners
- New Year/Diabetes: Promotes eating healthy. In years past, chains offered free store tours with a professional to help plan a diet. Some run a “Tidy New Year” omnichannel bulk-purchase incentive with Procter & Gamble.
- Football/Super Bowl: Focus on basket building with bulk-purchase incentives on bakery goods, and prepared foods. Stores accept themed displays and signage from both official NFL sponsors and other national brands. Circular and social media activity supports. Jewel-Osco runs its own themed game awarding new prizes each week throughout the month.
- Martin Luther King Jr. Day: Social media spotlights on the company’s donations to civil rights organizations.
Jewel-Osco
- Make Your Kid A Captain: Unites a bevy of national personal care brands for a hockey-themed sweepstakes for kids.
February
All Banners
- Monopoly: A long-running, multifaceted promotion headlined by a collect-and-win game supported by a volley of in-store P-O-P materials, circular features and digital marketing.
- Hockey: Chains activate sponsorships of local professional and youth league teams to stage account-specific sweepstakes; many also participate in Kraft Heinz Co.'s annual Hockeyville cause campaign.
- Valentine’s Day: In-store displays, circular features and social media updates tout confectionery, flowers, greeting cards and other giftables.
- Black History Month: Social media activity touts the company’s commitment to DEI. Jewel-Osco stages tasting events comprising sampling tables, live entertainment and giveaways from Black-led or -owned brands, with support from a dedicated microsite and social media updates. Vons staged a live virtual wine event with special guests John Legend and the McBride Sisters in 2022.
Jewel-Osco
- Chinese New Year: Social media updates spotlight Chinese food items such as noodle bowls, sauces, kits and batter mixes.
- Make Your Kid A Captain
March
All Banners
- Frozen Foods Month: Circular features tout frozen fare; activity may include a coupon booklet with purchase of a freezer as well as chain-specific sweepstakes and promotions.
- Easter/Passover: In-store, circular and digital activity including a promotional page on chain websites focuses on confectionery, egg supplies and Lenten favorites; Kosher and unleavened foods receive attention as well.
- St. Patrick's Day: In stores, spectaculars in liquor aisles and lobbies support. Circulars offer deals on cabbage, corned beef and bev alc products while social media updates and chain websites plug related items.
- Allergies: In-store displays and signage, email marketing, digital and circular activity often activate the retailer’s “Live Healthy. Be You” platform.
- March Madness: NCAA sponsors receive prime merchandising space in stores. Social media updates spotlight items such as snacks.
- Monopoly
- Hockey
Jewel-Osco
- International Women’s Day/Women’s History Month: Promises a free tulip stem to the first 500 women in stores on the day. Circular and social media spotlight on the wine category to tie in to the month. A F.A.B. (Food & Beverage) Women event at stores celebrates women-owned and women-led food and beverage businesses with product showcases for a plethora of qualifying brands, many of them in the wine category.
- Ash Wednesday/Lent: Social media updates promote seafood and ingredients for a fried egg sandwich.
- Pi Day: Social media activity invites shoppers to pick up an 8-inch pi(e).
- Spring: “Hello Sunshine” endcap display and social media updates spotlight sun care products.
Acme
- Pi Day: Circulars offer 99-cent deals on 4-ounce store-brand mini-pies.
April
All Banners
- Spring: Circulars heavy with promotions for grilling needs as well as lawn furniture and gardening tools. Social media updates from some chains spotlight garden center items.
- Earth Day/Month: Circular features and social media updates highlight natural, organic and earth-friendly food options as well as floral arrangements. Jewel-Osco hosts in-store events spotlighting sustainable brands and products, offering sampling stations, raffles, giveaways and other engaging activities; a dedicated Big Book of Savings booklet highlights relevant products as well as floral arrangements.
- Ramadan: Activity continues. Account-specific signs from Sahara Gold communicated a "Happy Ramadan" message and spotlighted medjool dates at Jewel-Osco in 2022.
- Organic Breakfast Month: In 2023, the retailer debuted new look for its O Organics private label. Social media activity encouraged customers to share their favorite breakfast routine using #WakeUpOrganic.
- Monopoly
- Allergies
- Easter/Passover
Jewel-Osco
- Baseball: CPG and bev alc brands tie in to the season with themed signage and displays.
- NBA Playoffs: Hosted displays activating PepsiCo/Frito-Lay's NBA sponsorship in 2022.
May
All Banners
- Mother’s Day: Circular, email and in-store support for typical holiday buys including gift cards and floral arrangements. Chain websites and social media updates spotlight giftables.
- Cinco de Mayo: A spotlight on Mexican dishes and cocktails via chain social media accounts. Promotional pages on chain websites showcase recipes as well as items such as chips and beverages. Jewel-Osco stages in-store “fiestas” presenting food and cocktail recipes, live entertainment and giveaways, spotlighting brands such as Olmeca Altos tequila.
- Graduation: Circulars and social media activity promote bakery goods and prepared foods.
- Memorial Day: Category-specific promotions, often supported by exclusive programs from manufacturers. Circulars promote deals on items including patio furniture, grills, inflatables and bakery items.
- National Nurses Week: Several chains promote floral arrangements and gifts for nurses via social media updates.
- National Pet Month: Chains activate in various ways, from a private label pet food push on social media at Albertsons to in-store events with sampling and activities at Jewel-Osco to bulk-purchase incentives at several banners.
- Spring: Stores make room for themed displays from CPG brands.
- Monopoly
Jewel-Osco
- Stock Your Bullpen: A campaign activating the chain’s sponsorship of both the Chicago Cubs and the White Sox, centered around an instant-win game and bringing in CPG brand participants. Social media posts promote.
- Baseball
June
All Banners
- Summer/Grilling: Spectaculars, signage and other summer-themed P-O-P materials start trickling in at the end of May. A national "Summer Sale" takes place annually. Social media updates spotlight items such as Moet wines and Breyers ice cream, while circulars plug savings on outdoor furniture and grilling supplies, the latter of which receive prime merchandise space in and outside stores.
- Father’s Day: Activity mirrors that of Mother’s Day, and delivers purchase incentives on items like gift cards and grill fare. Social media updates plug barbecue meal items.
- National Dairy Month: Circular features promote dairy; some chains run sweepstakes requiring purchase of qualifying products, often with a cause element.
Acme, Albertsons, Carrs, Jewel-Osco, Pavilions, Randalls, Safeway, Shaw's, Star Market, Tom Thumb, Vons
- Flavor Adventure: An online game for loyalty program members, where players can unlock mini games, recipes, digital coupons, sweepstake entries and prizes. A strong focus is placed on private labels as well as the retailer's fair trade and sustainability options.
Jewel-Osco
- Pride Month: Social media post expressing pride in chain’s parade participation, encouraging donations to LBGTQ+ advocacy.
- Juneteenth: In-store events include tastings, live performances, face painting and other activities. A microsite and social media updates support.
- Stock Your Bullpen
- Baseball
July
All Banners
- Back to School: Circular activity spotlights supplies and grocery needs. Promotional page on chain websites plugs lunch items, beverages and snacks. Jewel-Osco tends to add in-store events to the proceedings.
- 4th of July: Circulars plug deals on meats, grillable veggies, fruit and cheese trays, and patriotic desserts.
- Summer/Grilling
Acme, Albertsons, Carrs, Jewel-Osco, Pavilions, Randalls, Safeway, Shaw's, Star Market, Tom Thumb, Vons
- Flavor Adventure
Jewel-Osco
- Baseball: Teamed with PepsiCo in 2022 for an account-specific sweepstakes awarding bleacher tickets to a Cubs game.
- Pina Colada Day: Social media update in 2022 positioned Malibu rum as a main ingredient for the drink.
August
All Banners
- Anniversary Sale: An annual companywide sale that unites CPGs and has in the past comprised a bulk-purchase incentive.
- Football/Tailgating: Most chains activate their respective NFL team sponsorships for multifaceted campaigns engaging brands (fellow NFL sponsors take the lead) and offering game-day savings. In-store, digital, circular and sweepstakes activity supports. Shoppers wearing local NFL team jerseys/gear to stores on Sundays receive a discount.
- Cold & Flu: Eight-month season kicks off by focusing on flu shots.
- Back to School: Activity continues with circulars communicating savings on items such as school supplies, snacks and juice boxes, while social media updates plug ingredients for school lunches. Themed displays from manufacturers enjoy secondary merchandising space in stores.
- Summer
Acme, Albertsons, Carrs, Jewel-Osco, Pavilions, Randalls, Safeway, Shaw's, Star Market, Tom Thumb, Vons
- Flavor Adventure
Jewel-Osco
- Baseball
September
All Banners
- Stock Up Sale: Annual sale unites multiple manufacturers for a bulk-purchase incentive and garners omnichannel support.
- Nourishing Neighbors: Formerly called Hunger Is, the annual fall purchase fundraiser triggers donations to the Nourishing Neighbors program co-hosted by Feeding America throughout the month. Shoppers can also make monetary or food donations at checkout.
- Halloween: In-store spectaculars headline a focus on confectionery as well as seasonal produce and fall-themed beverages. Circular activity supports.
- Rosh Hashanah: Circulars spotlight deals on products like Streit’s matzo ball soup and Kedem grape juice.
- Labor Day: Circulars plug savings on grilling items, fruit trays, patriotic cupcakes and more. Social media updates from Jewel-Osco communicate discounts on items such as ice cream, apple pie, lobster tails and steak.
- Oktoberfest: Social media updates highlight recipes such as “gooey beer cheese.”
- Hispanic Heritage Month: Social media updates spotlight products like guacamole and chips. Jewel-Osco hosts in-store events with sampling stations, live entertainment and giveaways promoted via social media posts and a dedicated microsite.
- Fall: Some chains spotlight fall flavors and pumpkin season on social media and in stores via signage. Jewel-Osco makes room for themed displays, either supplied by or uniting national brands.
- Football/Tailgating: Corporate-wide activity continues. Sweepstakes activity intensifies, and includes Acme activating its sponsorship of the NFL's Philadelphia Eagles as well as a kid-focused effort at Jewel-Osco.
- Back to School
- Cold & Flu
Jewel-Osco
- 9/11: Social media update commemorates the anniversary.
- Festa Italiana: Store events with sampling, cooking demos, live music and other activities spotlight Italian dishes. Social media activity supports.
October
All Banners
- Fall: Activity continues with savings on national and private-label brands communicated via print, digital and in-store channels.
- Indigenous People’s Day: Social media update spotlighting Native food.
- Halloween
- Cold & Flu
- Football/Tailgating
Jewel-Osco
- Dia de Muertos: Single-store event in 2022 encompassed food and drink showcases, floral ideas, prizes and live entertainment. Social media activity plugged the event.
- Breast Cancer Awareness Month: Free pink ring doughnut giveaway promoted on social media.
November
All Banners
- Thanksgiving/Black Friday: Most chains promise a free turkey when a cumulative-purchase threshold is met. Activity also includes sales, a turkey price guarantee, checkout fundraising, various sweepstakes, and holiday-themed in-store demos. Circulars and social media updates support.
- Holiday: A digital and P-O-P program that brings branded displays to stores and supporting activity online; incorporates other manufacturer-specific activity. A slew of limited-edition seasonal SKUs from private label Signature Select hit stores.
- Cold & Flu
- Football/Tailgating
Jewel-Osco
- COVID-19: Social media updates link to pediatric vaccination clinic sign-ups.
December
All Banners
- Holiday: Activity continues with seasonal displays from national brands and private labels enjoying secondary placement. Social media updates with deals on “bubbly” support.
- Hanukkah/Kwanzaa: Social media updates toast the holidays and suggest food items.
- Football/Tailgating: Most activity continues. “Score Great Deals” continues at Jewel but ends elsewhere in November.
Albertsons/Safeway
- 12 Days of Holidays: $12 meal bundles available through the For U app, through the 2023 holidays.