The Independent Grocers Alliance is partnering with Flipp, a merchandising and media platform that powers the digital shopping experiences for more than 1,600 retailers and brands, to give IGA’s 7,500 global independent grocers a competitive edge in today’s evolving shopper landscape.
“This partnership brings together two organizations deeply committed to supporting local communities and empowering independent retailers,” said Flipp SVP Garrett Royds. “Together with IGA, we’re giving independent grocers the same powerful tools national chains use to win with shoppers, without the heavy lift.”
Transforming Shopper Relationships
By combining technology with retail expertise, Flipp’s platform provides solutions across the shopper journey and helps grocers transform how they connect with customers and drive performance in every market.
Through this partnership, IGA retailers will be able to:
- Influence and convert shoppers with localized digital circulars at each store’s footprint, to maximize relevancy and time-on-page;
- Optimize print investments through strategic market analyses that guide a smart, data-backed transition to digital;
- Connect with more than 82 percent of U.S. households through Flipp’s media network, powered by partnerships with hundreds of top-tier local and national publishers such as USA Today, Fox and CBS Local, among others;
- Create and scale content through Flipp’s Creative Studio, which transforms merchandising assets into impactful, brand-safe digital content;
- Measure what matters using closed-loop insights that track shopper behavior, engagement depth and media effectiveness, with consultative support and validation from industry leading partners like Foursquare; and
- Drive growth by using data to build smarter campaigns, retain loyal customers and attract new audiences in competitive markets.
“Our goal is to give independent grocers the same strategic advantage national retailers leverage by providing full-funnel storytelling, high-relevant content delivery and the measurement to prove it’s working,” said Aeron Lawrence, Flipp’s director of strategic partnerships.
Commitment to Local Success
The partnership will deliver personalization, video activation and locally-tailored storytelling – at no added lift for members.
“Adding another world-class, modern digital circular and media solution provides our members with access to a partner who brings deep retail expertise with the ability to help independents compete and win in their markets,” said Michael La Kier, IGA’s VP of brand development.
“Many of our retailers are already using Flipp, so this expands the collective IGA content and retail media footprint and will allow us to innovate in the future on behalf of all of our retailers.”
IGA retailers and their marketing teams are encouraged to explore how to execute a successful print-to-digital transition strategy through four mini-web series in October:
- Episode 1: Understanding Your Current Shopper & Market Landscape;
- Episode 2: Auditing Your Current Marketing Mix & Identifying Gaps;
- Episode 3: Communicating Change Effectively to All Stakeholders; and
- Episode 4: Testing, Iterating and Scaling for Long-Term Success.
Registration details for these episodes will be available on corporate.iga.com and in The IGA Minute weekly eNewsletter.
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