Giant Eagle integrates shoppable recipes with retail media network
Giant Eagle is letting CPG brands participating in its proprietary targeted ad program target customers shopping by ingredient.
The regional food, fuel and pharmacy retailer, which in September 2023 rolled out “closed loop” reporting for Leap Media Group, its internally-developed retail media network that taps into the retailer’s myPerks loyalty platform, will include Chicory’s Contextual Recipe Targeting advertising solution in the Leap portfolio.
Chicory's proprietary technology creates contextual recipe placements that are linked to shoppable technology. Giant Eagle will leverage these advertisements in an effort to to drive incremental sales opportunities for CPG brands participating in Leap. Giant Eagle will integrate Chicory's solutions and its more than 5,200 recipe sites into its Leap holiday omnichannel packages this year.
As part of the partnership, the Leap and Chicory teams are collaborating on a direct API integration for a seamless add-to-cart and checkout experience for shoppers in Chicory's recipe network. Additionally, Leap is now providing Chicory with closed-loop measurement, which allows Chicory advertisers to attribute both in-store and online sales back to a specific point in a customer’s shopping journey, with the goal of better measuring the effectiveness of marketing efforts.
Leap Media Group provides CPG brands with consumer insights from myPerks, which was initially rolled out in late 2020. The network enables advertisers to reach Giant Eagle shoppers with targeted ads across omnichannel touchpoints including online properties, apps, social media, influencer content, traditional and connected TV, and brick-and-mortar stores; as well as external properties, during key moments in the path to purchase.
“We created Leap to help CPG brands better engage with and improve their customers' shopping experience, and our partnership with Chicory is helping us do so at an even greater capacity and scale," said Joell Robinson, Giant Eagle senior director, Leap Media & Sales. "We're thrilled to be integrating Chicory's unique approach to commerce advertising with Leap, so we can help our brand partners provide highly engaging, relevant ads to their customers, and facilitate a streamlined shopping experience, all in a privacy-conscious way."
"We're honored to partner with Leap Media Group, a progressive player in the retail media space, as its premiere contextual commerce provider," said Yuni Baker-Saito, Chicory CEO and co-founder. "Our teams share a passion for innovation and a desire to redefine how the grocery industry advertises. Together, we're providing more advanced advertising and measurement capabilities, and making effective cookie-less tactics more accessible for CPG brands."
Founded in 1931 and headquartered in Pittsburgh, Giant Eagle Inc. operates more than 470 stores throughout western Pennsylvania, north central Ohio, northern West Virginia, Maryland and Indiana.