SALISBURY, N.C. – Leading grocery retail group Ahold Delhaize USA has announced a partnership with SmartCommerce to expand Click2Cart across its five omnichannel U.S. grocery brands. Starting this month, customers shopping Food Lion, The GIANT Company, Giant Food, Hannaford and Stop & Shop will be able to add products directly from digital ads, social media and brand-owned channels straight into their online cart. The integration creates a faster path from discovery to checkout, providing a more convenient way to shop the products customers need, wherever they discover them online.
With Click2Cart, shoppers can engage with digital content and add featured items directly to their carts. The customer experience also includes Shopper’s Choice functionality, giving flexibility to select their preferred Ahold Delhaize USA brand when adding items to their cart.
For Ahold Delhaize USA and its partners, this integration strengthens the connection between offsite inspiration and store fulfillment – enabling shoppers to act on what they see online by adding items to their cart across Ahold Delhaize USA brands. It also gives consumer packaged goods (CPG) brand partners additional ways to connect campaigns to shoppable experiences across paid, earned and owned channels, helping more shoppers complete their intended transaction with fewer interruptions.
“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, 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.”
“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,” said Jennifer Silverberg, founder and Chief Brand Officer of SmartCommerce. “Together, we’re making it easier for shoppers to go from discovery to cart in a single, frictionless experience.”
SmartCommerce’s platform is designed to support performance at scale across digital channels, using machine learning to optimize Ahold Delhaize USA brand selection based on product availability and enable substitution when needed. With this addition, Ahold Delhaize USA will continue to build and enhance its omnichannel offerings to improve and deliver a consistent, reliable shopping experience.
