Hy-Vee enables targeted promotions of customer base

Dan Berthiaume
Senior Editor, Technology
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A regional Midwest grocer is the latest retailer to provide its suppliers with direct access to its shoppers.

Hy-Vee Inc. is partnering with digital promotions, media and analytics company Quotient to offer CPG brands the ability to conduct digital promotions, measurement and granular targeting through its new Hy-Vee Digital Media Network. Brands will be able to have access to and use of Quotient’s data to target shoppers with relevant offers across channels including display, digital out-of-home, and social media.
Advertisers will also be able to ensure they are putting the right offer in front of the right customer at the right time, as well as track the success of their campaigns, including return on ad spend and return on promotion spend. Additionally, Quotient can provide Hy-Vee and its advertisers with insight into how campaigns are performing when compared to sales. 

Hy-Vee will leverage Quotient solutions including the Retailer Promotions Platform, which powers digital coupons through Hy-Vee’s website to give shoppers a more personalized experience. Hy-Vee is also rolling out Quotient’s new Promotion Amplification solution. Developed in partnership with major grocer Ahold Delhaize USA, Promotion Amplifcation combines retailer POS and loyalty card data with weekly retailer sales and offers.

In addition to Ahold Delhaize USA, drugstore retailer Rite Aid also deploys Quotient technology to connect brands and advertisers to its digital customers. Other retailers offering similar digital advertising programs targeting their customers (with a variety of supporting technologies) include CVS, Walmart, and Kroger

“Quotient brings us a winning combination of industry expertise, scale, technology and data to more strategically reach and serve our customers,” said Jessica Ringena, chief digital officer and senior VP at Hy-Vee. “The personalized savings that this partnership will bring to our customers further expands on our promise to deliver great value and exceptional service.”

Headquartered in West Des Moines, Iowa, Hy-Vee Inc. is an employee-owned corporation operating more than 275 retail stores across eight Midwestern states.