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08/25/2021

Save Mart provides customers with personalized omnichannel engagement

Dan Berthiaume
Senior Editor, Technology
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Save Mart is deploying the Swiftly digital media platform.

A regional grocer is moving its omnichannel shopping and promotional activities onto a third-party digital media platform.

The Save Mart Companies will leverage the Swiftly platform across its banners, connecting digital and in-store shopping experiences, and providing a seamless customer experience throughout the buying journey. In addition, Save Mart will obtain closed-loop omnichannel ad reporting with measurable, SKU-level transactions and ad clicks to provide accurate, actionable insights.

Save Mart will leverage Swiftly to offer a personalized omnichannel customer experience including in-store, click & collect, delivery, and “endless aisle” shopping that connects in-store shoppers with broader inventory from other stores and warehouses.

As a part of the offering, Save Mart will also provide a new way for CPG brands to engage with their customers in a personalized and ultra-targeted digital experience. The retailer’s CPG brand partners will be able to leverage dynamic ad placements, targeted content, sponsored searches, and product recommendations. Backed by insight and analytics, brands will have the ability to instantly connect with shoppers, potentially affecting purchase decisions in real time.

Numerous grocers and CPG retailers have been opening their customer bases up to targeted advertising and promotions from third-party brand partners. For example, Walgreens recently expanded the capability of its Walgreens Advertising Group (wag), which enables CPG brands to launch targeted promotions based on its customer insights and first-party data into advanced and audience-based television, via over-the-top (OTT) media services, connected TVs (CTV), and audience-based linear TV.

In addition, Walmart just revamped its Walmart Connect media platform in a collaborative effort with independent demand-side platform The Trade Desk. The new Walmart demand-side platform (DSP) will connect and measure both online and in-store performance, by offering targeting, reporting and omnichannel insights down to a granular level.

Other regional chains are also opening their customer bases to targeted partner ads. For example, independent Midwest grocer 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.

“This partnership opens up new opportunities for our company with Swiftly’s digital platform to meet the evolving needs of our customers with more personalized offers to increase their savings,” said Rebecca Calvin, chief merchandising officer of The Save Mart Companies. “Partnering with Swiftly will allow us to unlock new revenue streams through enhanced connections between customers and leading national brands.”

“We are excited that our technology platform is helping power The Save Mart Companies, enabling them to create new and meaningful ways to connect with their customers both online and in-store,” said Henry Kim, co-founder and CEO of Swiftly. "The Save Mart Companies is a great example of a brick-and-mortar retailer leveraging its customer relationships to unlock new forms of advertising revenue and drive incremental sales."

The Save Mart Companies operates 202 stores under the banners of Save Mart, Lucky California, and FoodMaxx throughout California and Northern Nevada.