Albertsons has kicked off a digital advertising campaign designed to promote its e-commerce services through brief videos aimed at social media users in addition to bringing out new digital tools to make online shopping easier, the grocer announced in a Thursday email.
The videos, which run for either six or 15 seconds and depict customers in supermarkets and at home, highlight the grocer’s efforts to provide convenience and value to online shoppers. The spots began appearing on platforms including YouTube and Instagram on Wednesday and are set to run through Feb. 26. Albertsons is also presenting the videos to people through streaming audio and digital out-of-home services.
The spots draw attention to specific attributes of Albertsons’ digital shopping offerings, such as its pickup service and the fact that it offers the same promotions and rewards online as it does in stores. Albertsons is also using the campaign to highlight its 30-minute delivery service and promise to provide customers with a refund if their purchases are not fresh.
Albertsons on Thursday also unveiled features that it said are intended to make online grocery shopping more convenient, efficient and enjoyable.
A new feature in the company’s app known as “ShopAssist” lets shoppers communicate with the person picking their order about substitutions and preferences. The app also now includes a curated shop that offers groceries for pickup or delivery in as little as a half-hour.
Albertsons introduced its 30-minute grocery delivery service in September 2023.
In addition, Albertsons’s app and website now allow shoppers to build a customized basket based on products they buy frequently.
Albertsons recorded a 23% year-over-year increase in e-commerce sales during its most recent quarter, and digital sales accounted for 7% of the company’s total revenue during the period, CEO Vivek Sankaran said during an earnings call on Wednesday.
Sankaran said Albertsons’ e-commerce business is “one of our biggest growth customer acquisition and customer retention opportunities.”
