How Albertsons uses customer insights to deliver fresh marketing

At a time when consumers are price-conscious but also seeking quality ingredients, Albertsons Cos. has identified an opportunity. The grocer, which owns brands including Acme, Safeway and Tom Thumb, is marketing itself to customers as a destination for freshness at affordable prices. Subscribe to us on Apple Podcasts, check us out on Spotify and hear us on Amazon Music/Audible. This is our RSS feed. Tell a friend! “Our purpose is to bring people together around the joys of food and to inspire wellbeing,” said Carol Best, VP of marketing, on the newest episode of Ad Age’s Marketer’s Brief podcast. She said the company delved into consumer insights around the relationships customers maintain with store associates. Such insights have helped to inform new campaigns such as Safeway’s “Perfecting the Art of Fresh.” “It’s amazing the lengths our customers go to to make sure that we are providing the freshest of foods … and yet no one really knows those lengths and that's my job to talk about and highlight,” said Best. On the podcast, she also discusses shopping trends as consumers navigate higher prices—many are shopping at Walmart and Costco more often and taking multiple trips to get groceries, she said. To attract them, Albertsons is leaning into value messaging. “Value has always been a core tenant in how we talk to customers about our brand,” she said. “We want customers to realize they're getting more with what they pay at our stores.” Albertsons is also investing in new partnerships, including one with the neighborhood social media network NextDoor. Boise, Idaho-based Albertsons in 2022 announced plans to merge with Cincinnati-based Kroger, but the companies are waging a legal battle over the proposed hook-up. The Federal Trade Commission is seeking to block the $24.6 billion deal, alleging it will reduce competition in the sector. A hearing on the matter concluded in September.

How Albertsons uses customer insights to deliver fresh marketing

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