SEATTLE — Swiftly, a leading provider of retail technology and tools, has announced a new partnership with Merchants Distributors (MDI), a major wholesale grocery distributor, to strengthen digital capabilities across MDI’s network of independent retailers.
Through this partnership, Swiftly will provide best‑in‑class web capabilities, digital circulars, and expanded offsite digital circular amplification. MDI will also adopt Swiftly’s newly launched SmartCircular solution, empowering its retailers to modernize the weekly circular experience and more effectively link promotions to shopper engagement and in‑store results. Together, Swiftly’s platform—along with its Audience Optimizer and SmartCircular solutions—delivers practical, scalable technology that enhances shopper engagement and strengthens store performance across MDI’s retail network.
“MDI is focused on providing our retailers with solutions that are both innovative and practical,” said Mary Kellmanson, SVP Marketing at MDI. “Swiftly’s website and digital circular capabilities allow us to offer a modern digital presence for retailers who may not have ecommerce, while seamlessly integrating with existing ecommerce platforms where applicable. Just as importantly, this partnership expands our digital toolkit in ways that support measurable sales growth inside the store.”
As consumer shopping behaviors continue to straddle both digital and physical touchpoints, building a true omnichannel strategy has become essential for regional and independent grocers. By powering the retailer’s web platform, digital circular and circular advertising under one system, Swiftly enables retailers to accelerate their journey to digital maturity. This integrated approach helps surface more relevant deals, reach more shoppers across channels, and close the loop with measurable sales results, creating a unified digital foundation that strengthens both customer experience and store performance.
As part of the partnership, MDI retailers will gain access to Swiftly’s Audience Optimizer™, an AI-powered solution that enables targeting product offers across digital channels. Audience Optimizer™ will function as an additional tool within MDI’s marketing portfolio, helping retailers deliver relevant promotions, improve offer deployment, and drive incremental basket growth.
By leveraging first-party data and campaign measurement, Audience Optimizer™ supports retailers in identifying opportunities to increase trip frequency, reactivate lapsed shoppers, and generate incremental in-store revenue. The solution complements MDI’s broader omnichannel efforts, connecting digital engagement more directly to store performance.
“As independent grocers navigate a rapidly evolving digital landscape, having the right mix of foundational tools and targeted capabilities is essential,” said Keith Kirk, chief financial officer at Swiftly. “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.”
The rollout will begin in early 2026 with phased deployments across websites, SmartCircular, and Audience Optimizer solutions. The initiative is designed to provide MDI retailers with a scalable digital foundation, one that supports shopper connection, operational simplicity, and long-term revenue growth.
