Giant Eagle and Quotient Technology have launched Giant Eagle Advantage Media, a digital media platform that allows CPG brands to better reach Giant Eagle shoppers with more precise digital ads and promotional offers.
Mountain View, California-based Quotient powers Giant Eagle Advantage Media and is the exclusive partner for executing shopper media programs on GiantEagle.com and off-platform that leverage Giant Eagle customer data.
The digital service benefits shoppers as they will receive more relevant content in the form of digital ad messages and promotional savings to help them find what they need and want.
This new platform provides CPGs numerous digital media solutions that can drive in-store and online sales, support new product launches, build brand loyalty, support shopper themes and amplify in-store events. Benefits of the new data-driven media platform include:
- Targeting and Personalization: Use proprietary Giant Eagle POS purchase data, app usage and web data, and coupon activation data from Coupons.com to target and personalize messages and promotions directly to shoppers.
- Creative: Serve rich, dynamic creative ad experiences that are optimized for shoppers with key capabilities such as embedded coupons and offers, product galleries, support for in-store specials and more.
- Media: Deliver messaging on GiantEagle.com, across Giant Eagle’s mobile and social channels, on Coupons.com, and on third-party properties using Giant Eagle shopper data for targeting.
- Measurement: Measure campaign success using advanced analytics that can link ad views to a shopper’s purchase.
“Giant Eagle Advantage Media will transform CPGs’ and Giant Eagle’s ability to connect Giant Eagle customers with the best available offers, contextually relevant to them, in the channels and times they prefer,” said Graham Watkins, Giant Eagle senior vice president and general manager, e-commerce. “Expanding our partnership with Quotient to now offer a digital media platform that includes advertising is a natural extension of years of working together on digital promotions.”
Quotient will work with CPGs, their agencies and Giant Eagle to create digital ads and promotional campaigns, design and execute media, measure the sales impact, and leverage shopper data collected through Quotient’s Retailer iQ platform. This Quotient technology platform, which has been integrated at Giant Eagle stores for several years, connects to Giant Eagle’s POS system and uses a blend of proprietary purchase data and online behavior data to deliver relevant digital coupons to Giant Eagle shoppers at the most ideal time, primarily on their smartphones.
“For CPGs wanting to reach Giant Eagle shoppers with the most appropriate message and offer, this new digital platform is a game changer,” said Chad Summe, Quotient’s chief operating officer. “As their exclusive digital media partner, Quotient is committed to elevating CPG’s digital marketing strategies through an omnichannel approach and advanced technology all to create sales for CPGs.”
Giant Eagle has more than 410 stores throughout western Pennsylvania, Ohio, West Virginia, Maryland and Indiana. It joins other retailers who have formed a partnership with Quotient for a turnkey digital media solution to help CPGs drive sales, including Albertsons Cos. and Ahold Delhaize USA (Peapod Digital Labs).