Albertsons integrates shoppable recipe tool

Albertsons Companies is partnering with contextual commerce advertising platform Chicory on a direct shoppable integration. This new integration offers several benefits, including the capability to send products directly to carts at Albertsons and 15 of its banners via Chicory's shoppable recipe technology and in-recipe contextual advertisements. 

"At Albertsons Companies, we are focused on meeting our customers when and where they are thinking about food, providing them with great value and a convenient experience," said Usman Humayun, group vice president of enterprise marketing at Albertsons Companies. "Our integration with Chicory enables us to offer our great deals to customers using online recipes and connect them directly to our convenient digital shopping platform."

Prior to this new integration, Albertsons was available as a retailer in Chicory's network, but it utilized a third-party order fulfillment option. Recognizing the value in a direct integration with Chicory, the grocery retailer said it dedicated engineering resources to building infrastructure that integrates with Chicory's tech stack. 

Chicory has the flexibility and engineering capabilities to integrate with any e-commerce platform. Albertsons is among the 70-plus retailers currently integrated with Chicory, which has a network of over 5,200 recipe websites.

As part of the developing partnership, Albertsons also plans to test Chicory's Featured Retailer solution. This advertising product is an offering within Chicory's shoppable recipe experience, where the "featured" retailer receives a special visual spotlight, specifically in the retailer selection step. This test will amplify Albertsons' ability to obtain new shoppers and drive incremental sales.