Price Chopper, Tops expand omnichannel networks via Instacart partnership

Northeast Grocery, Inc., (Schenectady, N.Y. ) the parent company of Price Chopper/Market 32 and Tops Friendly Markets, which operates nearly 300 grocery stores across New York, Vermont, Connecticut, Pennsylvania, Massachusetts, and New Hampshire, today announced it is expanding their partnership with Instacart. Through this expanded partnership, the two chains will leverage the Instacart platform to introduce new ecommerce capabilities and launch a new retail media network using Instacart's Carrot Ads solution.

Price Chopper/Market 32 and Tops first partnered with Instacart for same-day delivery in 2017 and have powered their ecommerce websites and apps with Instacart's Storefront Pro since 2019. Their ecommerce presence allows customers to conveniently order groceries, household items, and even custom items from the Tops and Price Chopper/Market 32 websites and apps, for pickup or delivery. Now, they'll deploy things like machine-learning technologies to deliver more personalized recommendations to customers.

Building on top of their ecommerce foundation, NGI is also launching Carrot Ads. This will allow brands to advertise directly on Price Chopper/Market 32 and Tops' ecommerce platforms and apps. With Carrot Ads, the retailers will offer display ads, in addition to Instacart's sponsored product solution, enabling brands to promote engaging, targeted, creative banners to raise awareness and consideration of products and help to drive bigger baskets.