NEW YORK — Wakefern Food Corp. has tapped retail media technology from CitrusAd to handle sponsored products and display ads across its e-commerce platform.
Using the CitrusAd technology, Wakefern can offer brands the ability to launch sponsored product campaigns and display media across its desktop and mobile web e-commerce platforms and enhance the shopping experience for customers.
“We are working with leading technology partners like CitrusAd, whose solutions add value across our platforms,” says Elizabeth Goodbread, director of digital commerce for Wakefern. “The CitrusAd platform is scalable, easy to integrate and will enable CPG brands to boost their sales online in a relevant and meaningful manner that also makes the shopping experience more convenient for our shoppers.”
CitrusAd says that its technology includes a real-time relevancy engine that allows retailers and their brands to place products and banner ads in a non-intrusive, organic way to enhance a customer’s online shopping journey. The level of personalization increases the effectiveness of retail media and sales for CPG brands.
Increased consumer demand for online shopping combined with the integration of CitrusAd technology will provide significant advertising opportunities for CPG companies that leverage the CitrusAd platform. CitrusAd makes sure their brands have greater online visibility at the point of purchase, and greater return on ad spend (ROAS) across multiple retailers. Wakefern’s retailer members and brands, meanwhile, receive full transparency and ROI measurement of their activity by accessing the real-time reporting dashboard in the CitrusAd platform.
Agencies and brands understand more than ever, particularly in today’s pandemic world, that online shelf space and their presence in ecommerce matters, the company says. Being in the top positions influences online market share growth and absolutely influences in-store sales.
CitrusAd CEO Brad Moran stated, “We are delighted to partner with a leading grocery retailer such as Wakefern and play our part in their exciting retail media strategy. Our aim is to support and empower retailers like Wakefern to succeed on their respective retail media journeys. Our role as a true partner is to be flexible and provide retailers with our IP and technology to streamline and suit their particular needs. In the current pandemic world we find ourselves in, retail media is a fantastic opportunity for successful online retailers.”
Wakefern’s cooperative members independently own and operate supermarkets under the ShopRite, Price Rite Marketplace, The Fresh Grocer, Dearborn Market, Gourmet Garage and Fairway Market banners.