Quotient Launches New Promotion Amplification Tool
Spearheaded by Ahold Delhaize USA’s Peapod Digital Labs, new solution maximizes temporary price reductions through automated digital media.
As part of our Retailer Performance Media Platform, we partnered with Ahold Delhaize USA’s digital and eCommerce engine, Peapod Digital Labs, to spearhead this solution. Ahold Delhaize USA’s local brands, which represent the largest grocery retail group on the East Coast, are the first to offer it through their retail media platform, AD Retail Media.
“Our new promotion amplification tool provides consumers with increased access to savings, delivering more value at a time when many need it most. Since temporary price reductions (TPRs) will be more easily accessible digitally, consumers can plan purchases better as they continue to gravitate toward a new, mixed mode of shopping—both in-store and online. We’re excited to bring to market such a valuable new tool, building on our successful Retailer Performance Media Platform and expanding it to address evolving consumer needs.”
—STEVEN BOAL, CEO AND FOUNDER OF QUOTIENT
How Does Promotion Amplification Work?
Promotion amplification, which Quotient has filed a patent for, combines retailer point-of-sale and loyalty card data with weekly retailer TPR pricing feeds to target and automate digital media to the right audiences at the right time. This triggers programmatic digital media on our media platform that includes the accurate and specific information for each promotion and leverages flexible, custom creative from the brand.
Media is delivered to granular audiences to amplify the TPR that the advertiser is offering that week, only while it is available. Performance of the amplified TPR can be tracked through to the impact on sales.
“As we think about serving omnichannel customers, the current means of communicating temporary price reductions misses opportunities to connect customers to savings. As more consumers turn to digital solutions for their shopping needs, Quotient’s new promotion amplification tool, which we are first to offer through AD Retail Media, enables Ahold Delhaize USA’s brands and their CPG partners to communicate time-sensitive savings to shoppers when and where they are most engaged. This results in a win-win, helping customers save more and boosting incremental sales. It’s a very exciting step forward for the industry and one we’re proud to be spearheading with Quotient.”
—Mark Williamson, Vice President and Head of Media Partnerships for Peapod Digital Labs
What Does this Mean for Advertisers and Retailers?
On average, Quotient Internal Data shows that advertisers run over 2,000 TPRs each week to drive in-store sales at grocery retailers. Of those TPRs, only 10% are made visible to consumers through the retailers’ weekly circular communication. This means that shoppers may not be aware of many on-sale items available to them, and brands and retailers may miss an opportunity for incremental store trips and increased basket sizes.
Our promotion amplification tool aims to drive omnichannel awareness of all TPRs through automated and measurable digital media that is triggered when the promotion is active. This, in turn, generates incremental store trips, increased basket sizes and incremental benefits to advertisers and retailers alike.
"Quotient’s Promotion Amplification greatly expanded the reach and strength of our existing temporary price reduction (TPR) weeks, which would normally only be communicated on-shelf. This capability allowed us to reach shoppers digitally and notify them of an existing sale when the product might not have made the weekly ad or email. This was an effective combination of marketing and trade plans to drive a 6.4% sales lift."
—David Li, Associate Shopper Marketing Manager at PepsiCo
For advertisers, it increases the reach of their TPRs to larger audiences that are targeted through our exclusive consumer sales and purchase intent data. For retailers that partner with Quotient, promotion amplification provides an exclusive capability to offer advertisers a more effective and efficient way to drive sales through TPRs.
We are excited to create value for advertisers, retailers and consumers using our new promotion amplification tool. If you want to talk more about what this could mean for your brand, contact us at [email protected].