In a move it expects will drive new shoppers to its stores and incremental profits, Heritage Grocers Group has expanded its partnership with Upside, a Washington, D.C.-based digital marketplace that connects consumers with brick-and-mortar retailers through personalized offers designed to help them save on products they already buy.
The Hispanic- and ethnic-focused grocer, which serves as the parent company of brands including Cardenas Markets, El Rancho Supermercado and Tony's Fresh Market, has partnered with Upside since July 2021 through its Cardenas Markets banner. The expanded partnership will now include El Rancho Supermercado and Tony’s Fresh Market, according to a news release.
“Cardenas Markets partnership with Upside has had a positive impact on our business but more importantly has provided our customers even greater value, convenience and savings," Adam Salgado, chief marketing officer at Heritage Grocers Group, said in the release. "Heritage Grocers Group has a long-standing tradition of serving diverse communities with top-quality products and service. Our continued partnership with Upside allows us to further this tradition while harnessing cutting-edge technology.”
In just over two years, Cardenas' partnership with Upside has delivered remarkable results, the release said. A March 2023 case study found that Upside has driven a nearly 86.7% increase across all consumer segments, both on and off the Upside app, with a noteworthy 35% comprising entirely new shoppers to their locations. These customers have resulted in $1.5 million in incremental profit and 67% lifetime ROI from Upside, the release said.
"Heritage Grocers Group is dedicated to innovating in the grocery retail industry and continually exploring new ways to attract more customers to their stores. Our approach — which helps customers get more value from their everyday purchases while retailers earn extra profit — is a guaranteed way to attract new visitors and keep the regulars coming back for more," Tyler Renaghan, vice president of retail at Upside, said in the release. "We're genuinely excited about expanding this strategy to Heritage Grocers Group's other brands, ensuring their stores continue to thrive with satisfied shoppers."
Upside's mobile app and partner apps provide a platform for retail partners to reach 30 million potential customers, boosting their chances of tapping into on-the-go demand, the release said.
The company says its approach to generating offers is rooted in an understanding of consumer behavior, gathered from various sources like past spending habits, in-market research and behavior analysis. This approach yields personalized, consistently profitable offers that are mutually beneficial for both customers and retailers, revolutionizing how retailers interact with their customers, foster loyalty and drive sales, the release said.
Heritage Grocers Group is headquartered in Ontario, Calif., and currently operates in six states: California, Nevada, Arizona, Texas, Kansas and Illinois, with a total of 57 stores under the Cardenas Markets banner, 28 stores under the El Rancho Supermercado banner, 21 stores under the Tony’s Fresh Market banner and seven stores under the Los Altos Ranch Market banner.