Media technology

Wakefern launches CitrusAd Retail Media technology


Wakefern Food Corp. adopted new advertising technology.

The retailer-owned cooperative has launched CitrusAd’s retail media technology for sponsored products and displaying advertisements on its e-commerce platform. CitrusAd’s in-depth understanding and first-hand knowledge of retail grocery drives innovation and helps CPG retailers and brands become more nimble at a time when grocery e-commerce is growing rapidly.

Using CitrusAd technology, Wakefern can provide brands with the ability to run sponsored product campaigns and display materials on its desktop and mobile web-based e-commerce platforms to enhance the shopping experience of customers. clients.

Online grocery shopping was ramped up by almost 10 years in the first three months of 2020, when more customers turned to online shopping at the start of the pandemic. This rapid growth in online grocery shopping is prompting retailers to offer more digital advertising technologies and shopping experiences tailored to each customer’s needs.

Increased consumer demand combined with the integration of CitrusAd technology will provide significant advertising opportunities for CPG companies leveraging the CitrusAd platform. CitrusAd ensures that its brands have greater online visibility at the point of purchase and a better return on ad spend at multiple retailers. Wakefern member retailers and brands, meanwhile, benefit from full transparency and ROI measurement of their activity by accessing the real-time reporting dashboard of the CitrusAd platform.

The members of the Wakefern Co-operative independently own and operate supermarkets under the ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage and Fairway Market banners.

“We work with leading technology partners like CitrusAd, whose solutions add value to our platforms,” said Elizabeth Goodbread, director of digital commerce for Wakefern. “The CitrusAd platform is scalable, easy to integrate, and will enable CPG brands to increase their online sales in a relevant and meaningful way, which will also make the shopping experience more convenient for our buyers. “

The real-time relevance engine developed by CitrusAd enables retailers and their brands to place products and banner ads organically and non-intrusively to enhance a customer’s online shopping journey. The level of personalization increases the efficiency of retail and sales media for CPG brands.

Agencies and brands understand more than ever, especially in today’s pandemic world, that online storage space and their presence in e-commerce are important. Being in the top positions influences the growth of online market share and absolutely influences in-store sales.

Wakefern is # 25 on the GE 100 North America 2020 List the largest food and consumable retailers.

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