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Albertsons LLC said yesterday that it is expanding its online presence, "launching new online grocery tools for more than 870 newly acquired Acme, Albertsons, Jewel-Osco, Shaw’s and Star Market stores nationwide ... All of the banners will implement digital marketing solutions that provide access to planning tools, digital circulars, online advertising, social media, digital marketing and mobile apps."

The digital tools are provided by MyWebGrocer, which already was doing business with the Albertsons Markets owned by Albertsons LLC. Once the rollout is complete, MWG will support 604 Albertsons-branded stores once the transition is complete, along with 117 Acme stores in the Philadelphia area, 175 Jewel-Osco stores in the Midwest and 169 New England-based Shaw’s & Star Markets.

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According to the announcement, "Acme, Albertsons, Jewel-Osco, Shaw’s and Star Market will also be using MWG’s advertising platform where they can feature ads for CPG brands, as well as private label products," ads that "allow customers to add products to their online shopping list with one click and give brands exposure to the largest online grocery audience in the country."

Karl Meinhardt, Vice President, Digital & Social for Albertsons LLC, said that the move would give the company a core digital infrastructure with "the flexibility of developing and running custom content and marketing programs for our division-centric approach."
KC's View:
No question in my mind that this reflects Albertsons' mindset - it is going to get these newly acquired chains into shape as fast as possible, bring them into the 21st century and get rid of what does not work.

Good for them.