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Who is Albertsons?
Digital Retailer Snapshot
Albertsons
• Albertsonsiscollabora.ngwithPinterestandVestcomtoofficiallyrolloutanin-storeandmobileintegratedini.a.vein2020.Tagswithaphotoofacompletedrecipewillbeplacednexttorelevantproducts’on-shelfpricetags.ThecustomercangotothePinterestapp,snapapictureofthetagandwillberedirectedtoAlbertsons'Pinterestpage.There,therecipewillpopupwiththeingredientsavailableatthegroceryretailer.Manyoftherecipe'sproductsdirectshopperstoprivatelabelgoodsandhelpssupporton-sitebasketbuildingwhilewanderingthestore.
• InOctober2018,AlbertsonsCompanieslaunchedAlbertsonsDigitalMarketplace,ane-storethat
shopperscanpurchasedirectlyfromthemanufacturer.TheplaMormoffers40,000unique,specialtygroceryproductsandisdesignedtogainvisibilitytosmaller,up-and-comingCPGbrandswhilemaintainingthemanufacturer'ssupplychains.Frombeautytopetcare,abrandthatisinterestedtogainentryontotheD2CretailsiteneedstoworkdirectlywithAlbertsonsMarke.ng,notothercorporatedivisions,toac.vateanassortment.
In the News
AlbertsonsCompaniesisthesecondlargestsupermarketchainintheUnitedStates,availablein34statesunder20differentfoodanddrugbanners.Withafocusonastrong,localizedpresence,AlbertsonsCompaniessees34millionin-storeshoppersperweekacrossits2,262stores.Recognizingthepoten.alformarketgrowthinitseCommerceandomnichannelspaces,thegrocerycompanyplanstoexpandservicesinHomeDelivery,DriveUp&Go(DUG)andtheJustforUloyaltyprogramtoincreaseconsumerengagement,convenienceofpathtopurchaseandshareofwallet.
1939 $503M 10% 60% 16.3M
Yearestablished U.S.eCommercenetsales,2019
(0.8%oftotalsales)
BasketsizeofAlbertsonsHome
Deliveryvs.instore
Albertsons'onlineshoppers
alsoshopAlbertsonsinstore
Totalmonthlysitevisitors
(alldigitalbanners,December2019)
5x larger
Year-over-yearonlinesales
changefrom2018to2019
Sources:AlbertsonsCompaniesCompanyFactSheet,9/7/19;AlbertsonsHomeDeliveryDemographicIntel,2017;"Albertsonsrevsupenginesofgrowth",SupermarketNews;EDGERetailInsightRetailerDashboard,2020;"2018Insider'sGuideAlbertsons",INConnectedMarke.ng;Similarweb.com;"AlbertsonswillrolloutPinterestrecipeintegra.on",GroceryDive;"Albertsonsintroduces1-2hourprescribeddrugdeliveryservice",AlbertsonsPublicRela.ons,
Photograph courtesy of Forbes, Albertsons
Serving across 34 states
Target Market: Health-Conscious Affluent Moms
Photograph courtesy of Albertsons
The Consumer Experience
EligibleBanners:Albertsons,JewelOsco,Safeway,Vons,MarketStreet,Randalls,UnitedSupermarket,Pavilions,Amigos,AlbertsonsMarketandTomThumbFee:Freeforfirstorder,then$9.95averagedeliveryfeeand$3.95-$4.95servicefeeOrderMinimum:$30StoreFootprint:1,151storesAssortmentRange:43,000productsDeliveryOpSons:same-dayisavailablebutcondi.onalonopenappointments
Home Delivery EligibleBanners:Albertsons,JewelOsco,Safeway,Vons,MarketStreet,Randalls,UnitedSupermarket,Amigos,AlbertsonsMarketandTomThumbFee:$3.95-$4.95servicefee,dependingonloca.onOrderMinimum:$30StoreFootprint:600storesAssortmentRange:Condi.onaltoselectedstoreSame-DayPickup:Yes,3-hourminimumfulfillmentwindow
Drive Up & Go (DUG)
Sources:AlbertsonsCompaniesCompanyFactSheet,9/7/19;"MobileApps",Albertsons.com2020;"OnllineShoppingFAQ",Albertsons.com2020;"Albertsonsrevsupenginesofgrowth",SupermarketNews;"2018Insider'sGuideAlbertsons",INConnectedMarke.ng;Instacart.com,AlbertsonsCompaniesShopperMarke.ng
EligibleBanners:Albertsons,JewelOsco,Safeway,Vons,StarMarket,Andronico’sCommunityMarkets,Shaw’s,Carrs,ACME,RandallsandTomThumbMembershipOpSon:InstacartExpressmembership($99/yr)Fee:Freew/membership;fornon-members:$3.99-$5.99perorderOrderMinimum:$35StoreFootprint:1,800storesAssortmentRange:43,000productsDeliveryOpSon:Minimumfulfillmentwindowis2hours
Instacart Partnership
The Manufacturer Experience What Does This Mean for Sales?
• Albertson’sMonopolymerchandisingeventistheirlargestadcampaignoftheyear,witha13-weekdura.onfromFebruarytoMay.Mostmanufacturerscanpar.cipateiftherequired$70Kinvestmentismet.
• Theother3na.onaleventsarecompe..vetoenter.Albertsonsacceptsmostsalespitchesbasedona$40Kinvestment,lowestcasecostoffer,assortmentrelevancytosalemessaging,mul.-channelmediaapplica.onsandcouponenhancements.
• Thesemajoreventsareplanned4monthsinadvance,sopitchestopar.cipatemustkeepAlbertsons'scheduleinmind.
Digital Retailer Snapshot Albertsons
Albertsonshasadecentralizedopera.ngsystemthatgiveseachdivisionandbannersignificantcontrolovertheirownmerchandising,pricingandmarke.ngac.vi.es.Becauseauthorityandresponsibilityareheldatthelocallevel,productselec.onistailoredtoeachmarket.
AlbertsonsCorporateDenver
Eastern
Inter-mountain
NorthernCalifornia
SouthernCalifornia Portland Southern Southwest ACME Jewel
Osco
Shaw’s
Star
United
HaggenNaSonalMerchandisingEventsAcrossallbanners,thereare4na.onalsalesevents:Monopoly,SummerSavings,AnniversarySaleandStockUpSale.
Sources:"2018Insider'sGuideAlbertsons",INConnectedMarke.ng;''AlbertsonsPerformanceMediaNewSiteSponsoredSearch''Webinar,Quo.ent;"AlbertsonsPerformanceMedia:NewSiteSponsoredSearch",Quo.ent&Albertsons;Albertsonsperformancemedia.com,AlbertsonsCompaniesShopperMarke.ng
CPGDigitalCommerceMarkeSngSoluSons• Quo.ent'smediaplaMormofferssponsoredplacementopportuni.estoboostonlineand
omnichannelsales:�• HomepageandCategoryAisleCarouselshaveselectablecategoryclassifica.onswitha31%
conversionrate.• SERP(searchengineresultspage)providessponsoredlis.ngsinsearchpageplacements2,4,6,10and12.�
JustforUisanAlbertsonsCompaniesloyaltyprogramwithdigitalcouponsandpersonalizeddeals.Manufacturerscancapitalizeontheseac.va.onsforbothonlineandin-storepromo.onstohelpmaintainconsistencyandincen.vizecertainpathstopurchase.Allcouponsandoffersaresupportedwithintheloyaltyapp,viaemailandthroughpushno.fica.ons.
What Does This Mean for Marketing?
: Omnichannel Promotion Opportunities
Photograph courtesy of Albertsons
Digital Retailer Snapshot Albertsons
• Quo.ent’sRetaileriQplaMormconnectsdirectlytoJustforUac.va.ons,providingback-enddeliveryofpersonalizeddigitalcouponsthatcanbeaddedtomobileloyaltyapps.Thesepromo.onscanbesponsoredforpreferredplacementacrosstheapp,thentargetedbyscale(na.onalorregional)andshopperbehavior.
• TheJustforUCouponsLandingPageplacesalldiscountsfromamanufactureronasinglepage,withacustomURLandabrandedbanner.ThisishighlyrecommendedforlargerbrandswithsubsidiariesormanufacturerswithabreadthofassortmentatAlbertsonsstores.
• TargetedManufacturerCouponsarecents-offoffersthatcanbesegmentedbyQuo.ent'slifestyle,purchasebehavior,purchaseintentorpredic.vemodelingdata.Ifvisibilityistheobjec.veforapromo.oncampaign,Albertsonscantargetthesecouponstolapseshopperstobringthembackin-storeortothesite.
• For"freeitems"(i.e.digitaldemos)andfreeshippingpromo.ons,thereisnoaddi.onalcosttoac.vate,excepttofundtheproductcost.
• Seasonalityandpersonaliza.onarekeyforROI,appealingtospecificconsumerneedswilldrivethecoreincen.vetoaloyalty-basedsale.
• Productplacementkeywordsarepre-selected;thereforenobrandedsearchtermscanbeop.mizedinsearch.• Geotarge.ngtoazip-codelevelisavailableformarke.ngandadver.singcampaignstosupportpersonaliza.onand
relevancytotargetconsumers.• Albertsonsiscurrentlyworkingtocreateauniversalpromo.onalplannertokeepoffersconsistentacrossdivisions,thisis
causingmajordigitalCPGeventstobeplanned26weeksinadvance.Couponsandsponsorshipsarenormally4to8weeks.PerformanceAnalyScs• Arribu.oniscurrentlylimitedtoonlinesalesandprovidedbyQuo.ent.Albertsonsisexpectedtoincorporatein-storesales
repor.nginQ12020.Addi.onaldatarepor.ngcapabili.esareasfollows:• Campaignperformanceandinsights• Pageperformanceandconsumerengagement• Fullfunnelconversion• Recommenda.ons
Albertsons’marke.ngismanagedthroughasingleaccesspoint,AlbertsonsPerformanceMediaPoweredbyQuo.ent,acrossthefollowingbanners:Albertsons,Safeway,JewelOsco,Pavilions,Vons,TomThumbandRandalls.Theremainingbannerswilltransi.ontotheupdatedAlbertsons’siteformin2020,expandingpromo.onalac.va.onopportuni.es.AlbertsonsPerformanceMediacanbemanagedbyanagency,suchasSageTree,orthemanufacturerdirectly.
Leverage Albertsons Marketplace for specialty, D2C products and step into brick-and-mortar networks • Formanufacturersthataredigitallyna.ve,AlbertsonsMarketplaceoffersanopportunitytoenter
mainstreamretailwithoutreinven.nganeCommerce-basedsupplychain,requiringanin-storepresenceorneedingbuy-infromseparatedivisions.
• KeepingAlbertsons’healthconscioustargetshopperinmind,naturalandspecialtybrandscanleveragethisplaMormsuccessfullysincethoseconsumersarelikelytopaymoreforauniqueitem.ThoseD2Cmanufacturerscanboostvisibilityandawareness,offeruniquemediaandpromo.onsandbuildashelfsetthatcaterstothosespecificshoppers.
Just for U personalization promotions are critical to elevating omnichannel opportunities at Albertsons • SinceAlbertsonsmarke.ngstrategiesareprice-focused,JustforUisavitalcomponentofmarke.ng
campaigns.LoyaltycouponswilldrivethestrongestROIandarractdivisionalandbannersupportasHomeDeliveryandDriveUp&Goservicesexpand.
• InvestinJustforUlandingpagesformanufacturerswithawideassortmentatAlbertsonsCompanies.• BringinlapseshoppersorspecificconsumermarketswithTargetedManufacturerCoupons.Couplewith
“freeitem’’incen.vestobuildbasketsanddriveacalltoac.onwithmobileapppushno.fica.ons.• Iden.fycoreobjec.vesfortheshoppersandretailerstoimplementthebestJustforUdiscountsthat
arenotonlyarrac.vebutmeetpersonalgoalsinthespace.
Avoid one-size-fits-all solutions when elevating eCommerce across Albertsons banners, instead focus on local • ThedecentralizedstructureofAlbertsonsCompaniesputsdecisionmakinginthehandsofmanagers
thatareclosertotheshopperbase.Thisdivisionalautonomyworksbestwithlocalizedmarke.ngstrategieswhereamanufacturer’sassortmentsareavailable.
• Capitalizeonna.onalandlocalevents,includingholidays,thatarerelevanttoamanufacturer’stargetmarketsandproducts.
• Leverageplacements,exclusiveoffersandfeaturesonAlbertsonsCompanies’marke.ngchannelsthataretailoredtothespecificneedsofthedivisionsorbanners.
• UsingQuo.ent’sgeotarge.ngcapabili.es,implementexclusiveofferstodeliverondifferen.ated,localvalueandimprovedexperienceswithretailreadydigitalshelves.
Digital Retailer Snapshot
Albertsons
Strategic Areas of Focus
TolearnmoreaboutpartneringwithAlbertsons,contactnatalie.monte@advantagesoluSons.netwithAdvantageDigitalTechnology.