Gelson’s Markets has shifted to an interactive, 100-percent digital weekly circular, powered by Ideal’s platform, to transform how shoppers engage with the brand while reducing print and newspaper insertion costs.
The transition is live across all Gelson’s locations in Southern California, with weekly promotions accessible via website, mobile app, email and social channels.
Unlike other digital circulars that convert static PDFs, Ideal’s experience mirrors the in-store journey. Gelson’s Markets uses Ideal to tell stories through digital circulars that integrate animation, video content, recipes and interactive product demonstrations.
The platform also enables Gelson’s to reach audiences through programmatic media, driving traffic, supporting weekly buying and promotion decisions and providing detailed reporting and analytics to inform marketing strategies.
“Gelson’s decision reflects years of digital-first thinking and data-driven analysis,” said Laura Rangel, VP, head of sales and customer engagement at Ideal.
“Our patented platform allows Gelson’s to deliver interactive content that static PDFs simply cannot match, while improving operational efficiency and driving measurable results.”
Following Northgate González Market’s 2021 digital-only success, Gelson’s adoption backs Ideal’s platform as a solution for engaging diverse grocery audiences – from value-conscious to premium shoppers – while enhancing operational efficiency and sustainability.
“Our customers expect a premium, modern shopping experience – and that extends to how they discover promotions,” said Rick Williams, chief merchandising and marketing officer of Gelson’s Markets.
“One hundred percent digital allows us to tell Gelson’s story, engage shoppers in a personalized way and achieve cost savings by eliminating print and mailing expenses.”
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