Giant Eagle implements new digital platform
Giant Eagle and Quotient Technology have launched Giant Eagle Advantage Media, a digital media platform enabling consumer packaged goods (CPG) brands to better connect with the grocer’s customers via more targeted digital ads and promotional offers.
According to the Pittsburgh, Pa.-based grocer, the new digital service aims to help shoppers receive more relevant content in the form of digital ad messages and promotional savings.
“Giant Eagle Advantage Media will transform CPGs’ and Giant Eagle’s ability to connect Giant Eagle customers with the best available offers, contextually relevant to them, in the channels and times they prefer,” said Graham Watkins, senior vice president and general manager of e-commerce at Giant Eagle. “Expanding our partnership with Quotient to now offer a digital media platform that includes advertising is a natural extension of years of working together on digital promotions.”
Quotient will work with CPGs, their agencies and Giant Eagle to develop digital ads and promotional campaigns, design and execute media, measure the sales impact, and leverage shopper data gathered via Quotient’s Retailer iQ platform. The Quotient technology platform, which has been integrated at Giant Eagle stores for several years, links to grocer’s POS system and employs a combination of proprietary purchase data and online behavior data to deliver relevant e-coupons to the chain’s shoppers at optimal times, mainly on their smartphones.
“For CPGs wanting to reach Giant Eagle shoppers with the most appropriate message and offer, this new digital platform is a game changer,” asserted Chad Summe, COO at Mountain View, Calif.-based Quotient, which has also worked with such partners as Albertsons on data-driven media platforms. “As their exclusive digital media partner, Quotient is committed to elevating CPGs’ digital marketing strategies through an omnichannel approach and advanced technology all to create sales for CPGs.”
Giant Eagle currently has over 10,000 private brand products.