Save Mart Gets in Retail Media Game

Jacqueline Barba
Associate Editor
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a house that has a sign on the side of a building

The Save Mart Companies, which comprises California grocery chains Save Mart, Lucky California and FoodMaxx, has teamed with Swiftly, a retail media network platform, to create new revenue opportunities and enhance the grocer’s digital experience.

Save Mart will leverage the Swiftly platform across banners at all its 203 stores, connecting digital and in-store shopping experiences and providing a seamless customer experience throughout the buying journey.

Save Mart hopes this move will result in new ad revenue as it benefits from closed-loop reporting with measurable SKU-level transactions and ad clicks to provide “accurate, actionable insights unavailable anywhere else,” according to a recent media release. The California grocery company will offer a personalized experience spanning in-store, click-and-collect, delivery and an online endless aisle.

“This partnership opens up new opportunities for our company with Swiftly’s digital platform to meet the evolving needs of our customers with more personalized offers to increase their savings,” said Rebecca Calvin, chief merchandising officer of the Save Mart Companies, in the release. “Partnering with Swiftly will allow us to unlock new revenue streams through enhanced connections between customers and leading national brands.”

As part of the partnership, Save Mart will immediately offer CPG brands “a personalized and ultra-targeted digital experience” to engage shoppers. Brand partners will have access to dynamic ad placements, targeted content, sponsored searches and product recommendations. Swiftly says the key benefit, however, enables brands to instantly connect with shoppers and impact purchase decisions in real time based on insights and analytics.

"Brick-and-mortar isn’t going anywhere, but it is evolving,” Sean Turner, chief technology officer at Swiftly, told Path to Purchase IQ. “The line between online and in-store shopping is blurring, with many consumers seeking shopping experiences offering a little bit of both. … By building atop the Swiftly platform, [Save Mart] can expand their digital offerings, connecting the customer experience across every stage of the shopping journey. With a custom platform that powers more engaging in-home and in-store experiences, Save Mart can better serve customers and build meaningful digital relationships capturing their share of the retail media market."