Customers of top grocers such as Walmart, Albertsons Cos. and H-E-B can now place their grocery orders online through shoppable recipes on Myxx Inc.'s platform.
Now reaching an additional 8,500 stores nationwide – up from 1,500 – Myxx's platform is newly open to shoppers at such banners as Albertsons, Walmart, Safeway, Jewel-Osco, Vons, Randalls, Tom Thumb and H-E-B. These chains join current grocers that include Harris Teeter, Kroger, Ralphs, King Soopers and Fred Meyer.
Myxx's website – myxxrecipes.com – offers access to more than 200,000 shoppable recipes that connect to retailers' own selections. Users select recipes and add items to their shopping list with a click, creating a smart shopping list that can be used in-store with an aisle-by-aisle guided list, or sent directly to a selected retailer's online cart for click-and-collect or delivery.
The new stores are now available within the Myxx third-party business-to-business offerings, including instant shopping list integration, which connects content to the point of purchase. Myxx technology is customizable, as it can uniquely account for every stakeholder in the grocery industry, including retailers, CPG brands and publishers.
"The expansion also allows our brand partners the ability to leverage the technology to extend reach and access a larger and more engaged audience, while providing them with new real-time performance metrics," said Monica Wood, CEO of the grocery technology company. "Myxx is transforming into a consumer movement, reaching everyone from rural America, to large metropolitan cities – a true game changer in the rapidly evolving and competitive grocery landscape."
Grocers have been pushing to better connect content and commerce on their websites, with shoppable recipes playing a major role. Examples include Amazon's partnership with Fexy Media to eMeals teaming with Walmart and Kroger. Amazon and Whole Foods recently took this even a step further, partnering with smart-oven manufacturer June to integrate products with smart-oven user interfaces, all with the idea of helping Whole Foods shoppers more easily prepare meals.
"Studies suggest that 80 percent of us have no idea what we will be doing for dinner at 3:30 p.m. that same afternoon. Imagine if a retailer could make three dinner 'suggestions' personalized to their individual consumer a couple times a week," food industry expert Matt Gutermuth, former president and CEO of Safeway.com, and founder of empowerpositive.net, told Progressive Grocer last year. "If you expand a consumer’s menu and make it easy and fun to do so, you give people less of a reason to eat out – the easy answer to the question, 'What do you want to do for dinner tonight?'"
Boise, Idaho-based Albertsons Cos. operates stores across 35 states and the District of Columbia under 20 banners, including Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen and Carrs, as well as meal-kit company Plated. Albertsons is No. 3 on PG's 2018 Super 50 list of the top grocers in the United States.