Swiftly has partnered with Merchants Distributors (MDI), the Hickory, N.C.-based wholesale grocery distributor, to expand digital capabilities across MDI’s network of more than 600 independent retailers in the Southeast. The rollout begins in early 2026 with phased deployments across web, digital circular and AI-powered audience targeting tools.
Under the agreement, MDI retailers will gain access to three Swiftly products: a modern retail website platform, SmartCircular for digitizing the weekly circular experience, and Audience Optimizer, an AI-powered tool for targeting product offers across digital channels.
Modernizing the weekly circular
SmartCircular is designed to connect weekly promotions more to shopper behavior and in-store results. For independent grocers that may not yet have a full e-commerce operation, Swiftly’s web and circular tools offer an entry point into digital retail without requiring a platform overhaul.
Mary Kellmanson, SVP of marketing at MDI, said the partnership addresses both ends of the digital spectrum among its retailer base.
“Swiftly’s website and digital circular capabilities allow us to offer a modern digital presence for retailers who may not have e-commerce, while seamlessly integrating with existing ecommerce platforms where applicable,” Kellmanson said. “Just as importantly, this partnership expands our digital toolkit in ways that support measurable sales growth inside the store.”
AI targeting for independent operators
Audience Optimizer uses first-party data and campaign measurement to help retailers identify lapsed shoppers, increase trip frequency and drive incremental basket growth. The tool is designed to slot into MDI’s marketing portfolio rather than replace it.
Swiftly CFO Keith Kirk said the platform was built with the operational realities of independent grocers in mind.
“As independent grocers navigate a rapidly evolving digital landscape, having the right mix of foundational tools and targeted capabilities is essential,” Kirk said. “We’re proud to support MDI and its retailers with flexible technology that strengthens their digital presence and helps translate shopper engagement into meaningful store results.”
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