The Save Mart Companies launched a retail media network through a new partnership with tech company Swiftly, the grocer announced Tuesday.
Save Mart, which operates about 200 stores under the banners Save Mart, Lucky and FoodMaxx in California and Western Nevada, said the partnership includes the launch of new “fully integrated” websites for the three chains.
Those new websites aim to grow digital engagement and accelerate relationships with consumer packaged goods (CPG) manufacturers, as well as creating advertising opportunities for supplier partners, the company said. The company noted that the new partnership, which will also enhance personalized marketing efforts, is an extension of Save Mart’s existing iOS and Android mobile apps.
"The Save Mart Companies' digital transformation journey is foundational to the company's growth plan, including omnichannel engagement, loyalty and efficiency," said Tamara Pattison, senior vice president and chief digital officer at The Save Mart Companies, in a statement. "Not only can we provide our CPG partners greater opportunities to expand their digital relationships with our growing customer base, but we can also enable them to drive greater performance and growth with improved targeting and measurement capabilities."
More than four out of every five consumers use some form of digital coupon, rewards app or loyalty program, according to Swiftly, and 85% prefer using both digital and physical channels while shopping.
"This partnership expansion marks a significant milestone as we continue to provide a dynamic digital experience while also enhancing capabilities for our retail and CPG partners to digitally connect with customers in a more personalized and efficient manner," said Sean Turner, co-founder and CTO of Swiftly. "The addition of website tools combined with the in-app experience allows TSMC to provide a more consistent and connected digital experience to their customers while increasing reach, engagement and loyalty."
New capabilities with the websites include the following features:
Retail media placements
Sign-in and store locator
Run of site
Run of category
Retail media networks were born a little more than a decade ago and are now a major revenue stream for many food retailers. The digital media tools have become so vital to the supermarket industry that independents and smaller chains are now developing their own networks to compete with larger players. Among the most recent developments, the Independent Grocers Alliance (IGA) established its own retail media network in February with digital circular firm Ideal by Design House.