RSA America, a digital marketing solutions provider for independent grocers, has formed a partnership with Associated Wholesale Grocers Inc. (AWG) to expand integrated digital commerce and retail media platform offerings across AWG’s network of more than 1,100 member companies and 3,500 store locations.
RSA provides digital infrastructure to 430 AWG retail locations, connecting with 2.5 million shoppers. The partnership gives AWG members access to RSA’s full commerce intelligence platform, unifying loyalty, digital promotions, e-commerce and retail media into a single, integrated system. A scalable global app model will allow small independent grocers to engage in a modern digital ecosystem, while larger operators can use more customized enterprise solutions.
“Independent grocers have always had the entrepreneurial spirit and community trust to compete,” said RSA America CEO Ravi Achanta.
“Our partnership with AWG combines AWG’s unparalleled cooperative reach with RSA’s unified commerce intelligence platform, giving independent retailers tools to know their shoppers better, activate personalized offers, and build lasting loyalty through a scalable model that fits independent retailers of every size. This gives independents the competitive advantage they’ve always deserved.”
The model is designed to reduce operational burden on retailers. Through a hybrid execution approach, AWG will centrally support participating members – especially smaller independents – by managing app deployment, digital offers and personalization. RSA provides the underlying infrastructure, best practices and ongoing innovation. This enables retailers to launch loyalty and mobile experiences in a matter of weeks, streamline digital promotions, and use AI‑driven automation to improve campaign performance and shopper engagement.
“AWG’s mission has always been to provide our member retailers all the tools, products, and services they need to compete favorably in all markets served, and this partnership with RSA America is a direct expression of that commitment,” said James Neumann, AWG SVP of sales and support.
“The independent grocery channel is evolving rapidly, and our members need modern digital capabilities such as loyalty, e-commerce, retail media and AI‑driven insights without the complexity or overhead that is typically associated with them. The addition of RSA’s platform, combined with AWG’s centralized support model, gives our members even more options for a practical path to launch quickly, engage shoppers more meaningfully, and unlock new revenue streams that were previously out of reach.”
For independent grocers, the partnership addresses a persistent challenge: lack of access to enterprise‑grade digital tools. Many independents operate with fragmented loyalty cards, basic websites, or no e-commerce at all. By centralizing app deployment and digital offer management, AWG lowers the technical barrier, letting small retailers compete with national chains on personalized promotions and first‑party data monetization.
The ability to launch a loyalty app in weeks – not months – means independents can quickly test and refine digital programs without hiring specialized staff. Retail media, another component of the platform, allows grocers to sell ad space to suppliers, creating a new revenue stream that has historically belonged to large chains.
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About RSA America
RSA America serves more than 250 retailers across 1,400 store fronts, reaching more than 7.2 million shoppers in 41 states. The company provides loyalty, e-commerce, personalization and retail media technology with deep POS integration and AI‑driven intelligence.
About AWG
AWG is the nation’s largest cooperative food wholesaler to independently-owned supermarkets, serving 1,100 member companies and 3,500 locations throughout 33 states from nine wholesale division support centers. Consolidated sales for AWG in 2025 were $12.2 billion.