Albertsons Media Collective is expanding its retail media reach beyond its own digital platforms and stores, announcing Monday a new capability that allows customers to add items and more from offsite media directly into their digital Albertsons cart.
The feature, powered by “Add-It” technology, enables shoppers to add products, recipes, coupons or offers from offsite media like display ads, shoppable content and soon connected TV and social media to their online Albertsons orders, according to the announcement. Albertsons said this launch builds on the company’s work to turn “passive impressions into shoppable moments” and will serve as the groundwork for future offsite experiences to come.
The announcement also noted that the capability serves as a performance engine by activating offsite media at scale and driving measurable outcomes for brands and agencies.
“This latest collaboration reflects our core belief that retail media should add value, not complexity, to the shopper experience,” said Evan Hovorka, Albertsons Media Collective’s vice president of product innovation. “Through this new technology we’re unlocking a new era of frictionless commerce where inspiration seamlessly leads to action.”
General Mills tapped Albertsons’ new offsite advertising technology to promote its limited-edition Peanuts-themed Chex cereal packaging. The campaign from General Mills includes a “buy three, get a free tin” offer and a festive recipe that aims to boost seasonal sales, according to the announcement.
“Albertsons Media Collective’s new capabilities are creating a smoother, more direct journey for our consumers,” Janine Cushman, customer marketing manager at General Mills, said in a statement.
