Peapod Digital Labs expands media capabilities

Peapod Digital Labs, the digital, eCommerce and commercial entity for Ahold Delhaize USA’s private brands and store banners, has announced expanded media partnerships with new capabilities for CPG clients.

“Over the past two years we’ve seen a shift in how consumers shop,” said Bobby Watts, VP, head of eCommerce merchandising and AD retail media. “While we believe online demand will continue to grow, we know that customers and CPGs want to have an omnichannel experience that brings both digital and in store elements together. As we evaluated the omnichannel experience, we saw an opportunity to strengthen our in-store capabilities to deliver a more seamless omnichannel offering to both customers of the brands we support and CPG partners.”

Peapod Digital Labs operates eCommerce for banners such as Food Lion, Giant Food, The GIANT Company, Hannaford and Stop & Shop. The new capabilities include enhanced partnerships and capabilities that will help brands connect with customers both digitally and in-store, including:

• Partnering with Catalina, a group that works regularly with private brands, to create additional opportunities for the in-lane media channel, as well as digital circular personalization.
• Partnering with Neptune Retail Solutions (NRS) to add sign, display, shopping cart and shelf-impact ads at an additional 390 local brand stores. With this expansion, NRS’ suite of data-driven, omnichannel tools are in place to connect with customers in more than 1,800 of Ahold Delhaize USA brands’ store locations.

“We are excited about this expansion of our shopper marketing relationship with Ahold Delhaize USA brands and look forward to helping all of their retail brands in the U.S. own and operate their in-lane channel as part of their media network,” said Kevin Hunter, chief commercial officer & head of innovation at Catalina. “We have very consciously been disrupting our own business model in recent years and are now operating very differently than we have in the past to become a more valued and strategic partner to our retail, CPG brand and agency customers.”

Ranked as the fourth largest grocery group in the United States, with a presence concentrated on the East Coast, Ahold Delhaize USA brands have 90% ​consumer coverage for eCommerce with click & collect and delivery and have 30 million active loyalty card members across brands.