Monday, April 24, 2023

Can Technology Save Albertsons


Talk about a legacy brand in search of an identity, Albertsons is, that is for sure.  Why Kroger wants another set of legacy banners and is pursuit of Albertsons is an industry oddity reminiscent of something the old A&P might consider doing.  We all know how that worked out.

So when Albertsons Companies, announced a collaboration with Apple to bring activity data from Apple Watch and iPhone to the Sincerely Health digital health and wellness platform. Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® shrugged his shoulders and that will not help drive brand relevance to many who shop Albertsons or Kroger. Johnson wondered aloud why would Apple even want to do that deal? The answer was clear consumers interactive and participatory marketing.

So, customers who wear Apple Watch Series 3 or later can now choose to share their activity data with their Sincerely Health account and earn up to 75 points daily for closing all three Activity rings: Move, Exercise and Stand. Customers who do not have an Apple Watch can connect their iPhone with iOS 16 through the Fitness app and earn up to 25 points each day for closing their Move ring. That should help drive some new electricity into the Albertsons brand.

According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.” 

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

Once again there is more, all Sincerely Health users can improve their overall health score and earn points toward grocery coupons and discounts by setting up one or multiple goals related to physical activity, nutrition, lifestyle and sleep. Users can manage their personal data by choosing what information to share.

In case you did not know, Sincerely Health is designed to measure a customer’s Health Score based on seven dimensions of well-being: activity, mindfulness, sleep, mental well-being, physical health, nutrition and healthy habits. Therefore, customers can access health-related resources and receive personalized guidance and recommendations for selecting the right foods and establishing goals for mental and general well-being. Sincerely Health also offers an online pharmacy experience where customers can manage pharmacy prescriptions and schedule vaccine appointments.

Sincerely Health is a free digital health and wellness tool available on 16 Albertsons Cos. grocery banners and websites, including Albertsons, Safeway, Vons, Shaw’s, Jewel-Osco, Acme, Tom Thumb and more.

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday than tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success.

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