Edwards Food Giant is launching personalized digital weekly ads on the RSA America platform it already uses for loyalty, e-commerce and automated offers, tailoring which weekly specials each shopper sees based on loyalty history and purchase behavior.
The Little Rock, Arkansas-based retailer is part of GES Inc., which operates 15 stores under the Edwards Food Giant and Edwards Cash Saver banners. The company selected RSA in January 2025 to replace a set of separate digital systems with one platform, and currently uses it for loyalty, digital couponing, its mobile app, Always On Grocery e-commerce and automated targeted offers through Autopilot AI.
Because the data and customer-facing systems already run through RSA, the retailer can add personalization without a separate integration or an additional vendor.
“RSA America has already consolidated and optimized our digital channels with great success,” said Gary Proffitt, chief operating officer at Edwards Food Giant. “Personalization is now a requirement if we want to serve customers the way they expect.”
How the ad works
Rather than showing every shopper the same products in the same order, the platform uses loyalty and purchase data to determine which specials are most relevant to each customer. The opening section prioritizes the shopper’s preferred store and items matching their purchase history, followed by the retailer’s broader weekly promotions. Two shoppers opening the app during the same promotional period may see different featured items.
RSA distinguishes this from conventional audience targeting, where a baby food offer might go to everyone who has bought in that category. The personalized ad factors in the individual shopper, their typical purchases and their preferred store.
The experience will be delivered through the retailer’s existing mobile app and e-commerce channels.
The integration gap
Grocery Doppio’s State of Grocery Personalization 2024 report found 89 percent of grocery executives considered personalization important to meeting shopper expectations, while 14 percent believed their existing efforts met or exceeded those expectations. Difficulty integrating information from different sources was the most cited obstacle at 57 percent.
For independents, loyalty, e-commerce, digital coupons, mobile apps, customer communications and analytics often come from different vendors, each adding a system to manage.
“Edwards has kept building on the same platform, moving from loyalty and ecommerce into automated targeting and now personalized weekly ads,” said Ravi Achanta, CEO and co-founder at RSA America. “That gives the business more capability without adding another vendor, another integration, or another place for customer data to live.”
RSA America provides loyalty, e-commerce, personalization and retail media technology for grocery and retail businesses. The company serves more than 250 retailers across 1,400 storefronts in 41 states.