Inmar Intelligence partners with Northeast Grocery to create retail media network

Data and technology company Inmar Intelligence says it is expanding its partnership with Northeast Grocery Inc., the parent company of Price Chopper/Market 32 and Tops Friendly Markets, to launch Northeast Grocery Shopper Link, an omnichannel retail media network that aims to provide increased scale and customization tools for advertising and media activations across NGI’s nearly 300 stores and engaged loyalty audience throughout the Northeast.

Inmar Intelligence, Price Chopper and Tops have partnered since 2012 across digital coupon and media offerings including the introduction of Tops Shopper Link in 2021. Northeast Grocery Shopper Link will use Inmar’s managed service and self-service buying models. This includes Inmar’s Self-Service Offer media tool, which allows advertisers to launch an off-site media campaign, driving awareness of digital coupons within minutes through an intuitive user interface that auto-generates campaign creative by pulling in offer details to set up the campaign, the company said in a news release.

Northeast Grocery Shopper Link will provide comprehensive and automatic cross-channel reporting and real-time campaign performance tracking for a collaborative and transparent retail media network experience.

"Our mission is clear: to elevate the shopping journey through innovative solutions and amplify the overall value and efficacy of retail media, in turn delivering more savings and relevant experiences for shoppers," Rob Weisberg, president of Inmar MarTech Solutions at Inmar Intelligence, said in the release. "Over time, we've proudly facilitated digital coupon services and both on-site and off-site media solutions with Tops, as well as digital coupon services with Price Chopper/Market 32. Our expanded partnership with Northeast Grocery will bring tangible benefits for advertisers, and above all, for their valued customers."

Inmar Intelligence says it provides retail media solutions by elevating brand advertising investments and reaching shoppers with consistent, relevant messaging across the shopper journey. Inmar provides the technology platform and services behind 30-plus retail media networks globally, including the partnership with NGI.

“This innovative product offering, complemented by Inmar’s Self-Service Ad Technology, empowers brands of all scales to engage with Tops and Price Chopper/Market 32 shoppers effectively," said Diane Colgan, senior vice president of marketing at NGI. "We’re energized to advance these efforts that connect customers with our brand partners, ultimately catering to their families' diverse needs."

NGI said the partnership serves as a foundation for growing digital engagement among shoppers. With an expanded digital media presence, advertisers will gain the opportunity to precisely manage their campaigns across each of NGI’s retail banners, leveraging shopper insights and ensuring a seamless customer journey, the release said.

Inmar enables retailers like NGI to provide brands with more media buying power, integrated insights, automated workflows and greater access to their shoppers, the company said.