Giant Eagle ups its digital media game

Giant Eagle has launched a digital media platform that enables vendor partners to target its shoppers with personalized offers and more relevant advertising.

Called Giant Eagle Advantage Media, the platform is powered by Mountain View, Calif.-based Quotient Technology. Under an expanded relationship announced Friday, Quotient is now Giant Eagle’s exclusive partner for executing shopper media programs on GiantEagle.com and off-platform that use the Pittsburgh-based retailer’s customer data.

The new digital media platform leverages Giant Eagle customer data.

Quotient and Giant Eagle said the solution will provide consumer packaged goods (CPG) firms a range of digital media options for driving in-store and online sales, supporting new product launches and shopper themes, building brand loyalty and highlighting in-store events. Shoppers will receive digital ad messages and promotional savings tailored to what they need and want, the companies noted. 

“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,” Graham Watkins, senior vice president and general manager of e-commerce at Giant Eagle, said in a statement. “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.”

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The Quotient Retailer iQ platform has been integrated at Giant Eagle stores for the past several years. The solution links to the retailer’s point-of-sale system and uses proprietary purchase data and online behavior data — including coupon activation data from Quotient’s Coupons.com website — to deliver personalized digital offers to Giant Eagle customers.

Quotient said it will work with CPGs, their agencies and Giant Eagle to devise digital ads and promotional campaigns, design and execute media, measure the sales impact, and leverage shopper data collected through the platform. Ad experiences will include embedded coupons and offers, product galleries and support for Giant Eagle in-store specials. Messaging will be delivered across GiantEagle.com, Giant Eagle’s mobile and social channels, Coupons.com and third-party properties using Giant Eagle shopper data for targeting. 

“For CPGs wanting to reach Giant Eagle shoppers with the most appropriate message and offer, this new digital platform is a game changer,” according to Chad Summe, chief operating officer at Quotient.

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Overall, Giant Eagle has 216 Giant Eagle supermarkets and more than 250 GetGo and Ricker’s convenience/fuel locations in Pennsylvania, Ohio, West Virginia, Maryland and Indiana.

The chain marks the fourth large grocery retailer that has partnered with Quotient over approximately the past year. Albertsons Cos., Ahold Delhaize USA’s Peapod Digital Labs and Southeastern Grocers launched digital media hubs with Quotient in 2018.