As Retailers Expand Digital Touchpoints, UNFI Media Network Delivers Strategic Value and Insights
February 6, 2025 5 minute read
As retailers seek to increase shopper loyalty and drive sales, digital engagement with consumers is becoming an even more important tool. Research shows that consumers are increasingly embracing digital grocery experiences, especially when compared to traditional channels.
Research conducted by UNFI shows about twice as many consumers use digital coupons than paper-based circular coupons. Digitally engaged consumers also spend more. According to research done by Bain & Co, consumers who are engaged digitally with their brands “spend 20% to 40% more money with those companies than other [consumers].”
As consumers embrace digital interaction with brands and retailers, retailers and suppliers are seeking out new touchpoints. These tools include apps, loyalty programs, online list management, and retail media networks. Matt Eckhouse, President of Digital and Professional Services at UNFI, said that today, “most retailers are already using some digital tool to drive their shopper engagement.”
Despite this widespread adoption, Eckhouse added that most still have not realized the full benefits of digital tools. “Many retailers have long-established loyalty programs. Others are deploying click-and-collect and delivery ecommerce solutions for their customers. Still others are offering their shoppers in-app coupons and online list management. However, very few retailers are doing everything they need to do give their shoppers a complete digital shopping experience, and many may be underestimating the potential upside of full digital engagement with their consumers.”
One reason retailers may not be taking full advantage of the total range of digital tools available to them is cost related. “Digital engagement can cost money, which may not be recouped immediately by a retailer, as its shoppers take time to migrate to the new platform.” This is where a retail media network can help. A retail media network can help defray the cost for a retailer, as it creates a new source of advertising funding for them.
UNFI Media Network (UMN), powered by Swiftly, is UNFI’s digital platform that allows retailers and brands to connect and engage directly with shoppers through customized messaging that increase sales. It adds value for both UNFI customers and suppliers through personalized and targeted marketing, as well as metrics that help both suppliers and retailers understand how campaigns perform.
For retail customers, UMN makes it easy to create targeted digital experiences for consumers, so they can take advantage of new advertising and ways to purchase.
Eckhouse says the early results of UMN are promising. “So far, across the dozens of campaigns that have been run to date, we have seen an average of about 4.8 million impressions per campaign. Additionally, we have seen an average attributed sales impact of about 12.9%, an average Return-on-Advertising Spend of $6.01, which is significantly above the industry benchmark, and an average increase of 392% in new-to-brand buyers.”
The UNFI Media Network, powered by Swiftly, is a modern and highly effective, cost-efficient way to engage with consumers, give them the savings they are seeking, build brand loyalty, and drive sales.. contact UNFI to learn more.