Albertsons Cos. selects new marketing partner

Albertsons Companies has tapped a new marketing provider to transform its promotional efforts and drive customer loyalty.

The Idaho-based grocer has selected R.R. Donnelley & Sons Company (RRD), a global provider of marketing, packaging, print, and supply chain solutions, to transform its “promotional marketing ecosystem” and grocery merchandising, expanding on the companies’ existing partnership.

RRD will enhance the rollout of personalized promotions at scale to increase return on promotion and engage Albertsons Cos. customers with high-quality marketing content. RRD’s global footprint allows for effective localized solutions at a greater scale. 

Leveraging technology, processes, and automation, RRD creates circular pages, retail signage, as well as promotional, email, and social media content to empower localized and omnichannel marketing efforts.

“Our goal is to fundamentally elevate the shopper experience for Albertsons customers by reaching them with the right message, on the right channel, at the right time,” said Al duPont, chief commercial officer, RRD. “We’re taking a highly targeted approach to provide Albertsons Cos. customers with personalized, relevant information that speaks to their preferences and inspires their lifestyle and well-being.”

The marketing partnership comes after Kroger’s proposed $24.6 billion acquisition of Albertsons was delayed, now expected to close in the first half of Kroger’s fiscal year 2024.

“Customer shopping habits are unique to their local markets and their patterns are constantly evolving,” said Sean Barrett, chief marketing officer for Albertsons Cos. “Understanding the importance of these intricacies and having the ability to personalize and scale is a key opportunity to reach our loyal and valued customers in ways they prefer.”

Boise-based Albertsons Cos. operates more than 2,200 retail stores with 1,700-plus pharmacies, 400-plus associated fuel centers, 22 dedicated distribution centers and 19 manufacturing facilities. It has stores across 34 states and the District of Columbia under 24 banners, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci’s Food Lovers Market.