Northeast Grocery Inc., the parent company of Price Chopper/Market 32 and Tops Friendly Markets, is expanding its partnership with Instacart. The two chains will leverage the Instacart Platform to introduce new e-commerce capabilities and launch a new retail media network using Instacart’s Carrot Ads solution.

Price Chopper/Market 32 and Tops — which operate nearly 300 grocery stores across New York, Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire — 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, they’ll deploy additional Instacart Platform technologies to make shopping online even more personal for their customers. This includes using machine learning technologies to deliver more personalized recommendations to customers, making it easier for customers to reorder their favorite items, and driving increased customer loyalty with offerings such as custom online coupons.

“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 Inc. “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.”

Building on top of its strong e-commerce foundation, NGI is also launching Carrot Ads. This will allow brands to advertise directly on Price Chopper/Market 32 and Tops’ e-commerce platforms and apps, leveraging Instacart Ads technology, as well as enable brands to seamlessly expand the reach of their campaigns to include Price Chopper and Tops Markets when targeting customers nationally. With Carrot Ads, the retailers will offer display ads, in addition to Instacart’s sponsored product solution, enabling brands to promote engaging, targeted, creative banners to raise awareness and consideration of products and help to drive bigger baskets.

“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.”