Dive Brief:
- Northeast Grocery Inc. (NGI) is launching an omnichannel retail media network in partnership with Inmar Intelligence, according to a Tuesday announcement.
- The network, called Northeast Grocery Shopper Link, will provide off- and onsite media across NGI’s nearly 300-store footprint.
- Partnerships with third-party technology companies are becoming essential for regional grocers in the retail media industry as they offer streamlined platforms, more CPG insights and simpler ways to connect with shoppers.
Dive Insight:
The parent company of Price Chopper/Market 32 and Tops Friendly Markets is launching a digitally focused retail media network by expanding its decade-long partnership with Inmar.
Northeast Grocery Shopper Link will provide the grocer’s advertising partners with “comprehensive and automatic cross-channel reporting and real-time campaign performance,” according to the press release, as well as increased scale and customization tools for advertising and media activations.
The network will tap into Inmar’s Managed Service and Self-Service buying models, which include a tool that allows advertisers to launch offsite media campaigns and simplifies the campaign building process by using an interface that pulls from offer details and auto-generates campaign creative. These campaigns will drive awareness of digital coupons, per the announcement.
As the partnership expands NGI’s digital media presence, advertisers will be able to customize campaigns across each of the grocery company’s retail banners.
Throughout its partnership with NGI, Inmar helped the grocery company launch numerous digital coupons and media offerings, like Tops Shopper Link in 2021.
In June 2023, Northeast Grocery expanded its partnership with Instacart to include new retail media features, including sponsored search, banner ads and more personalized recommendations to online shoppers.
Inmar’s work with NGI is not the technology company’s first time partnering with a grocer to assist in the launch of a retail media platform. In March, Wakefern Food Corp. announced the debut of its retail media network Wakefern Media Exchange, powered by Inmar.
