Giant Eagle Unifies and Measures Ad Performance Across Paid and Owned Channels

The Challenge

Giant Eagle, a pioneer in grocery, fuel, pharmacy, and convenience, has provided communities with life’s essentials for almost a century, growing deep roots and loyalty. Today, the retailer operates one of the largest family-operated companies in the US, with brands including Giant Eagle, GetGo, and Market District.

With its retail media network, Leap Media Group, Giant Eagle helps top consumer packaged goods companies (CPGs) tap into 14 million reachable customers and 1.5 million loyalty members, so brands like Nestlé and Mondelēz International can reach their best customers. In partnership with Braze, the leading customer engagement platform, and LiveRamp, Leap Media Group provides CPGs with sophisticated cross-channel campaign targeting to build brand loyalty and audience reach through innovative experiences.

Giant Eagle wanted to quantify its measurement and campaign organization capabilities for advertisers, in order to help Leap partners better understand the unified view of customers the platform powers across all touchpoints in its ecosystem, including SKU-level insights, email (clicks, opens, and impressions), Giant Eagle’s app, and paid channels.

The Solution

To make the goal of unifying insights across the customer journey for advertisers a reality, the retailer expanded its partnership for a benchmark analysis with LiveRamp to leverage its data connectivity solutions. LiveRamp’s RampID, the most durable identifier for connecting the ecosystem, would give Giant Eagle the ability to power a comprehensive view across marketing efforts, enabling accurate measurement of campaign performance across channels.

The Results

Giant Eagle’s measurement included both its paid and owned channels, meaning that it could attribute SKU-level sales to the full range of campaign tactics, from paid advertising to email interactions.

Studying the results of this unified data infrastructure, Giant Eagle linked ad impressions and email interactions to sales insights. The retailer limited audience overlap, saw a 48% increase in attributable user interactions across channels, and had complete visibility into campaign performance, proving that their cross-channel campaigns are optimized for ad spend and leverage effective, scalable strategies that deliver more value to advertising partners.

Giant Eagle remains committed to helping advertisers make the leap to better customer connections. Thanks to Leap Media Group’s advanced measurement capabilities, CPGs can create effective marketing strategies that are scalable, engaging, and support the communities that rely on Giant Eagle’s family of brands. Meanwhile, Giant Eagle has grown its own brand and business value by investing in its powerful retail media flywheel, and is well-positioned for continued growth and innovation.