Albertsons partners with Fetch to differentiate its retail media offering

As retail media networks look for new ways to grow revenue and entice shoppers, Albertsons Media Collective, the retail media network (RMN) of supermarket chain Albertsons, has closed a deal with cash-back platform Fetch.

“Through our partnership with Fetch, we are enhancing our loyalty offering by allowing customers to earn additional rewards,” Chris Placencia, senior client success director at Albertsons Media Collective, said in a statement.

Fetch will “complement” Albertsons existing RMN infrastructure with Fetch Points, said Robin Wheeler, chief revenue officer at Fetch. This is the first retail media integration for Fetch.

Albertsons’s need to differentiate in retail media is inevitable given that there are more than 80 retail media networks in the US. Plus, eMarketer data shows that points or reward systems are a top driver of loyalty among shoppers.

“This partnership complements our existing platform, giving shoppers more opportunities to benefit from every transaction both in-store and online,” Placencia added.

Albertsons has been tweaking its retail media strategy. The grocery chain has been focused on enhancing Connected TV (CTV) ads and shoppable ad experiences, launching a premium CTV ads offering with YouTube this year.

Mondelez is one of the first CPGs testing the new Fetch integration with Albertsons Media Collective for its Ritz Crackers, Triscuit, and Wheat Thins brands, according to the two companies.

“This collaboration with Fetch and Albertsons opens a new avenue to engage consumers throughout the shopping journey while fostering long-term loyalty,” Anne Martin, director of shopper marketing at Mondelez International, said. “It represents a powerful way to deepen our connection with shoppers and fuel business growth.”