Swiftly launched SmartCircular on Feb. 2, an AI-powered tool that transforms grocery retailers’ PDF circulars into interactive digital experiences with measurable engagement tracking.
The Seattle-based retail technology company’s new product uses proprietary AI to convert static weekly ads into clickable formats that allow shoppers to browse deals, zoom in on products and add items to shopping lists. The platform captures data on which promotions drive shopper interaction and trip planning.
“The grocery circular has always been one of the most influential levers in retail, but it has remained largely unchanged for decades,” said Henry Kim, co-founder and CEO at Swiftly.
“SmartCircular reimagines this core asset for the digital era by eliminating long-standing limitations and giving retailers real-time control over a fully interactive digital circular experience, turning weekly promotions into a performance-driven channel that delivers real engagement, measurable traffic and incremental sales.”
Addresses shift away from print distribution
Weekly circulars have anchored merchandising decisions, vendor negotiations and shopping behavior for decades, but consumer expectations have evolved as more shoppers plan trips online. Research cited by Swiftly indicates 70 percent of grocery shoppers expect digital promotions to feel personalized, while most circulars remain static and standardized.
SmartCircular addresses this gap by capturing behavioral data showing which offers receive the most attention and which products get added to lists. Retailers can upload existing PDF circulars, make edits to promotions as needed and ensure product-level accuracy through verified UPC matching.
The system incorporates universal product code-level promotional information, allowing customers to view all qualifying SKUs and choose particular pack sizes or flavors. This structure enables retailers to maintain control over their data, branding and customer relationships while adapting to digital formats.
Integration with media activation platform
SmartCircular integrates with Swiftly’s Audience Optimizer product, which links promotional activity with digital media campaigns. The combined tools allow retailers to use engagement data to target digital advertising and measure results through to purchase.
Retailers publish promotions through SmartCircular, shoppers engage as they browse and add items to lists, and Audience Optimizer uses those insights to activate targeted onsite and offsite media tied to real offers. This creates what Swiftly describes as a closed-loop engine where each interaction informs the next campaign.
“SmartCircular is designed to connect promotion data, shopper intent and media activation into a single system,” said Sean Turner, co-founder and chief technology officer at Swiftly.
“By pairing SmartCircular with Audience Optimizer, retailers can activate real promotions across digital channels and measure impact all the way through to the basket, creating a closed-loop engine where every interaction makes the next campaign smarter and more effective.”
Retailers cite workflow efficiency
Save a Lot has begun using SmartCircular to convert its weekly circulars into interactive formats, with the AI automatically generating accurate tap targets in minutes.
“We are excited to begin the progression toward a more interactive approach with our weekly circulars,” said Matt Jamison, director of field support and media at Save a Lot.
“Swiftly’s AI automatically generates accurate tap targets in minutes, transforming what would be a lengthy, manual review process into a fully automated workflow. It’s allowed for our team to maintain focus on execution while enhancing our ability to retrieve data from our customer’s experience.”
The platform reduces reliance on third-party circular vendors by simplifying production and maintenance of digital versions. Swiftly said the automation saves teams hours weekly while providing retailers with tools to schedule seasonal campaigns, spotlight new products and promote local suppliers.
Digital shift reflects broader industry pressure
As print circular distribution continues declining, retailers face growing pressure to modernize promotional strategies without sacrificing customer relationships. The transition has created challenges around measurement and attribution, making it difficult for grocers to connect specific promotions to sales outcomes.
SmartCircular’s data capture capabilities aim to solve this measurement problem by tracking shopper interactions with specific offers, providing retailers visibility into which promotions influence shopping list creation and trip planning. This information enables merchandising teams to adjust future promotional strategies based on actual engagement metrics rather than estimates.
The platform maintains the visual format of traditional circulars while adding interactivity, preserving the planning tool that shoppers have used for decades while updating it for digital consumption patterns.
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