Albertsons Media Collective is expanding its retail media capabilities with a new feature that lets customers add products directly to their digital Albertsons cart from off-site media.
The functionality, powered by “Add-It” technology, allows shoppers to seamlessly add items, recipes, coupons, or offers seen in display ads, shoppable content, and soon on connected TV and social media platforms to their online orders. Albertsons said the launch is part of its effort to turn “passive impressions into shoppable moments” and will lay the foundation for future off-site retail experiences.
The company also highlighted the feature’s benefits for brands and agencies, noting it can activate offsite media at scale and generate measurable performance outcomes.
“This collaboration reflects our belief that retail media should enhance the shopping experience, not complicate it,” said Evan Hovorka, vice president of product innovation at Albertsons Media Collective. “This technology opens a new era of frictionless commerce, where inspiration flows directly into action.”
General Mills has already used the new off-site technology to promote its limited-edition Peanuts-themed Chex cereal, offering a “buy three, get a free tin” deal along with a holiday recipe to boost seasonal sales.
“Albertsons Media Collective’s capabilities create a smoother, more direct journey for our consumers,” said Janine Cushman, customer marketing manager at General Mills.