Albertsons Makes Online Recipes More Shoppable

Albertsons Cos. has grown its partnership with Chicory, a contextual commerce advertising platform, through a direct shoppable integration to make adding products from online recipes to carts easier.

This new integration offers several enhanced capabilities, including the ability to send products directly to carts at Albertsons and 15 of its banners via Chicory's shoppable recipe technology and in-recipe contextual advertisements across the company’s network of 5,200-some recipe websites. This ensures a more “seamless shopping experience” for Albertsons customers within Chicory's recipe network, per a media release from Chicory.

Prior to this new integration, Albertsons was available as a retailer in Chicory's network, but it utilized a third-party order fulfillment option. The switch to a direct integration with Chicory enabled Albertsons to dedicate engineering resources to building infrastructure that “seamlessly integrates with Chicory's tech stack,” per the release. Now, Albertsons shoppers within Chicory's recipe network have a streamlined add-to-cart and checkout process, which aims to increase traffic to Albertsons banners’ e-commerce experience and higher order volumes.

"At Albertsons Companies, we are focused on meeting our customers when and where they are thinking about food, providing them with great value and a convenient experience," Usman Humayun, group vice president of enterprise marketing at Albertsons, said in the release. "Our integration with Chicory enables us to offer our great deals to customers using online recipes and connect them directly to our convenient digital shopping platform."

"Our integration [with Albertsons] signifies growing demand for contextual commerce and seamless online shopping experiences — two essential components to a competitive e-commerce strategy today," Chicory CEO and co-founder Yuni Baker-Saito added.

Chicory worked in partnership with Albertsons to enhance existing infrastructure and advise on the development of new tech. Albertsons is among the 70-some retailers currently integrated with Chicory and benefiting from traffic generated by its network of recipe websites.

As part of the developing partnership, Albertsons also plans to test Chicory's “Featured Retailer” solution, which is an advertising product offering within Chicory's shoppable recipe experience, where the "featured" retailer receives a special visual spotlight, specifically in the retailer selection step.