SAN FRANCISCO, CA; SCHENECTADY, NY; & WILLIAMSVILLE, NY - With its ongoing growth, the e-commerce sector has proven it is more than a passing retail trend. To capitalize on this evolution, Northeast Grocery, the parent company of Price Chopper/Market 32 and Tops Friendly Markets, has expanded its partnership with Instacart.

"We're proud to expand our partnership with Instacart, demonstrating our commitment to evolving the online shopping experience," said Diane Colgan, Senior Vice President of Marketing at Northeast Grocery. "Through the Instacart Platform, we're able to introduce innovative e-commerce features that enhance the customer experience with a more personalized experience, while our cutting-edge retail media network, powered by Carrot Ads, helps us connect brands directly with customers at the point of purchase. This partnership is another example of the efficiencies that our organization brings to the businesses of Price Chopper/Market 32 and Tops."

Through this expanded partnership, the two chains will leverage the Instacart Platform to introduce new e-commerce capabilities and launch a new retail media network. According to a release, Price Chopper/Market 32 and Tops first partnered with Instacart for same-day delivery in 2017 and have powered their e-commerce websites and apps with Instacart's Storefront Pro since 2019.

Now, both grocers will deploy additional Instacart Platform technologies to make shopping online even more personal for consumers. This includes using machine learning technologies to deliver personalized recommendations to customers.

Northeast Grocery is also launching Carrot Ads, which will allow brands to advertise directly on Price Chopper/Market 32 and Tops' e-commerce platforms and apps. This will enable them to expand the reach of their campaigns to include Price Chopper and Tops Markets when targeting customers nationally.

"We're dedicated to helping our retail partners grow by developing innovative technology solutions that help them better serve their customers," said Chris Rogers, Chief Business Officer at Instacart. "Through our longstanding partnership with Price Chopper/Market32 and Tops, we're proud to have helped them build their e-commerce footprint from the ground up. Now, as we expand our relationship to include Instacart's ad technology, we are opening up even more exciting possibilities for them to continue to grow their businesses while creating a more compelling and personalized experience for their customers as they browse the digital aisles."

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Tops Friendly Markets Price Chopper/Market 32