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Hy-Vee taps Google’s digital expertise in sweeping partnership

Multiyear pact to advance omnichannel shopping at Midwestern grocer

Russell Redman

June 9, 2021

3 Min Read
HyVee_store_banner-closeup_0.jpg
Hy-Vee said Google Cloud-driven solutions, localized data and features will make it easier for customers to complete grocery shopping trips online and enable more personalized service.Hy-Vee

Hy-Vee has entered a wide-ranging partnership with online technology and services giant Google to enhance its omnichannel shopping experience.

West Des Moines, Iowa-based Hy-Vee said Wednesday that, under the multiyear agreement, it will tap Google’s suite of solutions and services — powered by the Google Cloud platform — to “stay on the cutting edge of digital technology” by bringing “new and unique innovation” to in-store and online customers. Projects will run the gamut from making the Hy-Vee Aisles Online grocery shopping service more convenient to integrating the Midwestern grocer’s virtual dietitian services and to enabling customers to schedule COVID-19 shots and other vaccinations online.

“The pandemic accelerated many digital initiatives for Hy-Vee as consumers shifted the way they shopped at our stores,” according to Aaron Wiese, president of digital growth, and co-chief operating officer at Hy-Vee. “Google Cloud is helping us provide a unique and more personalized experience as we work to integrate all our digital platforms and look to further simplify the customer’s interaction with our services, whether that be in our aisles in person or online.” 

For example, Hy-Vee said, Google Cloud-driven solutions, localized data and features will make it easier for customers to complete grocery shopping trips online as well as allow the retailer to provide more personalized service and simpler ordering, pickup and delivery, including such functionality as predictive shopping carts.

Related:Hy-Vee digital media network gets under way

The integration of Google Cloud services also will extend to Hy-Vee’s customer loyalty program, including the Hy-Vee Plus membership, launched in December. The grocer noted that it has been working to provide more perks and benefits to shoppers, such as more personalized coupons, an integrated shopping experience across its app, and a better online shopping experience.

Partnering with Google will help Hy-Vee keep pace with fast-changing digital shopping trends, the retailer said, adding that the pandemic spurred more customers to shop online and stoked demand in its virtual shopping space. 

One of the world’s largest IT companies, Mountain View, Calif.-based Google holds leadership positions in search, online advertising, cloud computing, applications and hardware. Hy-Vee generates sales of $11 billion annually and operates more than 275 food and drug stores in Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin.

“Hy-Vee is leading the way in bringing innovative technologies to its customers,” Jim Anderson, managing director for Google Cloud, said in a statement. “We’re proud to partner with Hy-Vee to streamline processes and power innovative digital experiences. As they look toward the future, our services will help accelerate the grocer’s plans to be the best place to shop.”

Related:Albertsons, Google eye easier grocery shopping in major partnership

At the end of March, Albertsons Cos. unveiled a similar partnership with Google. Under the sweeping, multiyear pact, the nation’s second-largest supermarket retailer said it’s working with a variety of teams at Google on a range of solutions to bring more efficiency to customers both in-store and online. Efforts include integrating Google Search and Maps to help shoppers locate products more easily, streamlining the checkout process with Google Pay, and leveraging Google Cloud artificial intelligence (AI) technologies such as Vision AI, Recommendations AI and Business Messages into operations to build a predictive grocery engine.  

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About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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