King Kullen's Website Now Offers Improved Customer Engagement for Brands

King Kullen and MyWebGrocer have teamed to feature sponsored product listings on the grocer's website, which lets brands boost their products above other results in search rankings

King Kullen Grocer Co. is now featuring sponsored product listings on its website, allowing brands to boost their products above other results in search rankings.

The media solution is made possible through MyWebGrocer (MWG), offering CPGs even greater digital marketing flexibility to make meaningful shopper connections and drive sales. Through the feature, MWG also offers differentiated reporting transparency that gives brands the ability to optimize campaign performance.

Brands continue to invest more with retailers that enable performance-based media tactics, according to the Winooski, Vt.-based grocery technology company The new grocery technology is CPC (cost per click)-based, enabling brands to bid on relevant keywords to increase their native search exposure, driving sales and market share.

"Search is a prominent way for shoppers to find and discover new products in ecommerce and a widely known tactic digital shoppers use to build their lists/carts," said Viktor Jagar, MWG’s VP of media product. "MyWebGrocer built this new solution to be native within a retailer’s digital property and strategically aligned with a merchant’s sales objectives."

King Kullen is one of several grocers to offer such a service on their websites. In July, retailer-owned cooperative Wakefern Food Corp. began offering brands the ability to raise the exposure of products available through the grocer's ecommerce operations via sponsored listings. In May, Albertsons’ United Supermarkets division teamed with MWG to upgrade the retailer's ecommerce platform, which now includes sponsored listings and category header ads, two solutions that support enhanced merchandising, and collaboration between United and its CPG partners. 

Bethpage, N.Y.-based King Kullen Grocery Co. operates 32 locations on New York's Long Island.