Outform Launches In-Store, Data-Gathering Sampling Experience
Retail innovation agency and provider of custom merchandising solutions, Outform, recently launched PodDrop, an in-store discovery experience that allows brands to dispense product samples and gather shopper data, even after they leave the store. The platform creates a digital trail for every sample and integrates shoppers’ in-store experiences with their unique data. After consumers obtain a sample, brands can retarget ads or engage these consumers with a higher level of authenticity and targeted accuracy.
PodDrop is a sleek, automated sample dispenser customizable to any type of brand and aesthetic. Shoppers simply scan a QR code depicted on the machine to share their contact information or their social media profiles. Information is verified to prevent one person from obtaining multiple sample giveaways. The machine then dispenses the product sample in a pod. Later, brands can retarget ads through the same precision as customer data acquired through online shopping.
Merge Acquires Perkuto to Expand Marketing Operations
Marketing services firm Merge acquired operations company Perkuto to expand its platform capabilities and offer more managed services. As a major investment in customer relationship management, marketing automation and marketing operations, this deal enhances Merge’s martech platforms offering and ability to drive traffic and transactions for clients by orchestrating the rhythm of various platforms.
Based in Montreal, Perkuto helps enterprise and high-growth organizations, such as Facebook, Adobe, Sony Biotechnology and Siemens, expand marketing capacity, resolve integration challenges with Workato software and implement Marketo software-as-a-service best practices, so organizations can accelerate the value of marketing operations. The merger adds to Merge’s substantial growth, including its August acquisition of Blue Moon Digital.
Inmar to Acquire Aki Technologies
Inmar Intelligence made a deal to acquire San Francisco-based digital marketing company Aki Technologies. The move will expand its retail media and personalized advertising capabilities for retailer and brand partners alike.
In light of the pandemic and other recent catalysts for improved customer-centricity, consumers increasingly expect “above-and-beyond” convenience and relevance from retailers and brands they engage with. The booming retail media category boasts superior consumer data as one of its foundational advantages. However, according to Inmar, most offerings lack the technology required to create personalized experiences at scale, especially when it comes to digital engagements like paid media and offers.
The consummation of this strategic acquisition will enhance Inmar Intelligence’s retail data media solution with the addition of Aki’s patented personalization technology, designed to use rich media to create more relevant experiences, including personalized contextual advertising, personalized virtual circulars featuring digital coupons and price promotions, and personalized offer-based advertising. More importantly, Inmar’s offerings will enable the real-time measurement of these tactics in terms of their impact on in-store and online sales. Aki holds four personalization technology patents and does not rely on personally identifiable information. The company will arm Inmar with additional contextual advertising solutions for a privacy-compliant world.
Giant Co., Instacart Launch ‘Instant Delivery’ Chainwide
As part of its omnichannel growth, The Giant Co., in partnership with on-demand grocery service Instacart, has launched “Instant Delivery,” providing shoppers with convenience delivery in as little as 30 minutes. Launched across Giant stores, the service is known as “Giant Instant Delivery” or “Martin’s Instant Delivery,” depending on the chain. Giant and Martin’s Instant Delivery join Instacart’s convenience hub, a new product feature aimed at streamlining the shopping experience. Approximately 20,000 items are available via Instant Delivery with a focus on convenience items, such as prepared foods, snacks, beverages, and other last-minute home items such as paper goods, cleaners and baby products.
Shoppers can place orders on respective dedicated chain shops within Instacart.com. In the coming months, shoppers will also be able to access convenience delivery via Giant or Martin’s Instant Delivery’s web and mobile platforms, both of which are powered by Instacart’s Enterprise services.
Adsta Makes Strides in First Year of Operation
Since launching in August of 2020, media market platform Adsta has facilitated several successful campaigns with major CPGs. The joint venture from Webstop and ShoptoCook has partnered with brands such as Kraft Heinz, Quaker Oats, Kellogg’s General Mills, Clorox and Nestle.
The partners say they use Adsta to place their products in front of millions of shoppers from independent grocery stores and expand their reach outside of major retailer networks. Adsta has gained more than 200 million digital impressions. In the remaining months of 2021, its leaders plan to further advance integration with third parties to enhance ad offerings and continue its mission to connect the biggest CPG brands with more than 40 million shoppers.
AdAdapted Launches On-Demand Advertising Solutions
Shopping list marketing and insights platform AdAdapted has launched AdAdapted Direct. It is an on-demand, self-managed advertising solution created to help CPG companies understand what drives consumer decisions at grocery stores.
AdAdapted Direct enables companies to develop creative ad types and choose targeting and track performance to take aim at current challenges marketers are facing, according to the company. This includes the availability of actual purchase results or self-serve ad options.
Brands can track campaign performance daily via the “intuitive” dashboard by seeing what else is on the list with their products while viewing alignment and the strength of relationships between any two products, brands, aisles or even the various departments.
AdAdapted Direct enables brands and retailers to reach verified shoppers to drive purchase intent and build awareness. It does this by serving targeted mobile ads to AdAdapted’s exclusive network of millions of shopping list app users, while they are actively building their grocery lists. The ads include a frictionless button that adds branded products to their list via AdAdapted’s Add-It technology. The solution is designed to get branded products onto shopping lists, referenced in stores and into consumers’ shopping carts without interrupting the user experience.
Southeastern Grocers Makes Another Retail Media Move
Data science technology company dunnhumby is expanding its partnership with Southeastern Grocers to power SEG Connects, the regional grocer’s retailer media network. SEG Connects, powered by dunnhumby, will help CPG companies connect with SEG’s Fresco y Mas, Harveys Supermarket and Winn-Dixie shoppers across channels.
By tapping into dunnhumby’s customer data science, SEG Connects aims to provide brand partners with data-driven shopper insights and the ability to understand marketing activity and sales attribution. Additionally, its closed-loop measurement performance system aims to drive return on advertising spend for long-term media buys.
First launched in 2019, SEG Connects has continued to grow and evolve each year, developing new capabilities across the customer journey. This augmented partnership with dunnhumby will enable SEG Connects to create “connected personalized marketing” solutions to help brands meet their objectives more “efficiently and effectively” through channels their shoppers respond to most, at the right time, with relevant offers to fit their needs, according to a release from dunnhumby.
Shopper insights will power the grocer’s media planning process to ensure the most is gained out of each campaign touchpoint.
NewsBreak Rebrands to Shep Digital
NewsBreak Media Networks, a digital shopper marketing platform for the fuel and convenience channel, has rebranded to Shep Digital Solutions and launched a new website.
The name and branding change better represents the company’s expanded portfolio of customizable digital merchandising services for convenience stores and other retail businesses, the company said in a release. Evolving where NewsBreak started, Shep aims to offer a more comprehensive fleet of digital shopper marketing solutions. Shep new website highlights the company’s core services, including point-of-purchase marketing automation and content procurement and production. Shep automates the media process and integrates it into the overall shopper marketing strategy with targeted messaging.