Ahold Delhaize USA, the U.S. division of global food retailer Ahold Delhaize, has partnered with SmartCommerce to expand Click2Cart across its five U.S. grocery brands.
Starting this month, customers shopping Food Lion, The Giant Co., Giant Food, Hannaford and Stop & Shop will be able to add products from digital ads, social media and brand-owned channels into their online carts.
Together, the brands serve 26 million customers each week, making Ahold Delhaize USA the fourth-largest grocery retail group in the nation.
How Click2Cart works
The customer experience also includes Shopper’s Choice functionality, giving flexibility to select their preferred Ahold Delhaize USA brand when shopping.
The technology comes from SmartCommerce, a data-driven platform that helps brands connect media to retailer carts. The company leverages real-time product signals – including availability, location and pricing – across millions of SKUs to enable brands and their retail partners to reduce friction and accelerate the path from discovery to purchase.
SmartCommerce’s executive team includes several former Channel Intelligence leaders, a company acquired by Google in 2013.
“As customer expectations for convenience and personalization continue to evolve, we are focused on meeting shoppers wherever they are in their journey,” said Keith Nicks, chief commercial and digital officer at Ahold Delhaize USA.
“This collaboration creates a simpler, more connected experience, helping customers go from discovery to cart in just a few clicks from the digital channels they use every day. It also strengthens how we connect engagement to measurable e-commerce sales, unlocking new opportunities for growth across our digital ecosystem.”
Closing the gap between demand and purchase
Jennifer Silverberg, founder and chief brand officer of SmartCommerce, said the partnership is built to convert intent into action.
“This partnership is about closing the gap between demand and purchase. Brands are investing heavily to drive interest, and Ahold Delhaize USA is creating a more seamless path to turn that intent into real carts,” Silverberg said.
“Together, we’re making it easier for shoppers to go from discovery to cart in a single, frictionless experience.”
Built for scale
SmartCommerce’s platform is designed to support performance at scale across digital channels. The system uses machine learning to optimize Ahold Delhaize USA brand selection based on product availability and enable substitution when needed.
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