Ahold Delhaize USA is partnering with Pear Commerce on a new ecommerce integration, the grocery retailer announced. 

Shoppers will be able to add grocery items to their online carts directly from consumer packaged goods (CPG) brand websites, shoppable recipes and store locator tools. The collaboration, announced July 29, covers all five of Ahold Delhaize USA’s omnichannel grocery brands:

• Food Lion
• The GIANT Company
• Giant Food
• Hannaford
• Stop & Shop

Through Pear Commerce’s technology, shoppers can browse a recipe on a CPG partner’s website and add the required ingredients directly to their cart. They also can click through from a brand product page or store locator without having to re-search for items. 

What the Pear Commerce integration does

The integration connects Ahold Delhaize USA’s stores and ecommerce platforms to a network of CPG partners and digital touchpoints. That includes shoppable recipe experiences, shoppable product pages and store locator tools that facilitate both online and in-store purchases. 

Ahold Delhaize USA said the integration creates new opportunities to connect AD Retail Media investments more directly to shopping actions, helping CPG brands engage shoppers closer to the point of purchase.

“By creating more intuitive connections between inspiration and purchase, we’re helping shoppers move from discovery to cart with fewer steps, while unlocking additional opportunities for our CPG partners to engage shoppers in more meaningful and actionable ways,” said Keith Nicks, Ahold Delhaize USA chief commercial officer and digital officer, in a written statement. 

Other Ahold Delhaize digital integrations

The Pear Commerce deal is the second discovery-to-cart integration Ahold Delhaize USA has announced this year.

In April, the grocer partnered with SmartCommerce to deploy its Click2Cart solution across the same five grocery brands. That integration has enabled shoppers to add products directly from digital ads, social media and brand-owned channels into their online carts.

“As customer expectations for convenience and personalization continue to evolve, we are focused on meeting shoppers wherever they are in their journey,” Nicks said in April. 

“This collaboration creates a simpler, more connected experience, helping customers go from discovery to cart in just a few clicks from the digital channels they use every day,” he added. “It also strengthens how we connect engagement to measurable ecommerce sales, unlocking new opportunities for growth across our digital ecosystem.”

Ahold Delhaize’s new CEO

Claire Peters is set to take over as head of the grocer’s U.S. portfolio on Sept. 8, Ahold Delhaize announced in June.

Peters previously served as vice president of Worldwide Fresh at Amazon. She also was an executive at Tesco and Woolworths.

“Her combination of strategic insight, customer focus and people-first leadership makes her very well positioned to lead Ahold Delhaize USA into its next chapter,” said Frans Muller, president and CEO at Ahold Delhaize. “I look forward to welcoming Claire to the team and working closely with her as we continue to build on the exceptional leadership strength of our brands in the U.S.”

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