For independent grocers, the weekly ad remains one of the most valuable marketing tools in the toolbox. But in today's fast-paced, digital-first shopping environment, relying solely on print versions or a basic webpage won’t cut it. That’s where omni-channel strategies come in.
In a recent webinar, AR Marketing and IGA marketing experts shared actionable insights on how to elevate your weekly ad from a simple list of deals into a dynamic, digital campaign that builds awareness, drives traffic, and boosts loyalty. Watch the webinar below or keep reading for key takeaways.
According to AR Marketing Senior Director Wendy Ladas, your weekly ad has untapped potential.
“It’s more than a price list,” she said. “It’s your content engine.”
When amplified across multiple platforms — Google, Facebook, email, text, connected TV, even direct mail — your ad becomes a cohesive marketing campaign that meets customers wherever they are.The goal? Consistency. The marketing rule of seven still applies: customers often need to see a message seven times before they act. Delivering that consistent messaging across platforms reinforces recall and builds trust.
Before you launch an omni-channel campaign, you need a smart plan. That starts with knowing your audience: who they are, where they shop, how often, and which platforms they use. ADvay, powered by IGA, can uncover these insights through their marketplace analysis, like foot traffic by zip code, shopper habits, and cross-shopping behavior.
This data-driven approach helps you avoid wasting resources and ensures you’re using the right channels for the right locations. For example, if one store attracts busy professionals, it might benefit from timely text messages about prepared meals. Meanwhile, another store in a high-discount area might lean more on aggressive Google ads or OTT (over-the-top) video ads.
As IGA Senior Director of Connected Commerce Sarah Rivers emphasized, “Your website is your 24/7 front door.”
That means keeping it updated, mobile-friendly, and relevant. Over 60% of grocery-related web traffic comes from smartphones, so if your site isn’t mobile responsive, you risk losing shoppers before they even see your ad. Plus, your website is usually the main destination for your digital marketing efforts — from email links to social posts to display ads. A strong site not only supports your ad strategy, it also reinforces your store’s unique brand and values.
Rivers explained how IGA uses CTV (Connected TV) and OTT ads to bring top-of-funnel awareness to new customers. Unlike traditional TV, CTV lets you target by zip code or even demographics like age and family status. These ads are highly engaging — 95% of viewers retain video content — and can be measured in detail using metrics like impressions, completed views, and clickthrough rates.
The best part? They’re cost-effective. While the industry average cost per completed view is 10–30 cents, ADvay has achieved 2–5 cents — while still seeing strong results like in-store recognition and year-over-year sales growth.
AR Marketing Social Media Manager Jen Call highlighted the importance of adapting your ad content to each platform. Facebook tends to attract older shoppers, while Instagram and TikTok are better for younger audiences. Regardless of platform, consistency is key.
Great social media marketing goes beyond just posting deals. Share associate spotlights, community involvement, store tours — content that builds emotional connections and sets you apart from big-box competitors. Use analytics to measure what’s working, from impressions and engagement to actual clicks to your website.
Janelle August, AR’s expert in email and SMS marketing, reminded attendees that these direct channels are some of the most powerful tools in your omni-channel arsenal. Why? Because your audience has opted in and wants to hear from you.
Email is great for segmentation — customizing content based on shopper location, behavior, or interests. You can promote weekly specials, coupons, loyalty rewards, and even recipes that link back to your website.
Texting, meanwhile, is fast and nearly guaranteed to be read. Whether you're sending flash sales, app downloads, or emergency updates, SMS and MMS (text messages with images) can generate high click-through rates and real-time engagement.
Though digital often gets the spotlight, direct mail still plays a meaningful role — especially when integrated with digital channels. Ladas shared examples of retailers using QR codes on print pieces to drive traffic to their digital ad, coupon hub, or recipe collection. This turns print into a bridge between offline and online shopping behaviors.
One of the most important points: track everything. Each digital channel behaves differently and delivers unique results, from reach and engagement to actual conversions. Use performance data to identify which platforms are delivering the strongest ROI — and don’t be afraid to adjust your strategy accordingly.
The old way of doing a weekly ad — print-only or a static webpage — isn’t enough anymore. Today’s shoppers expect to see your message where they spend their time: on phones, inboxes, social feeds, and streaming services.
Omni-channel marketing isn’t about being everywhere at once; it’s about being where it matters. With a unified strategy, consistent messaging, and the right mix of platforms tailored to your shoppers, your weekly ad becomes a digital powerhouse that drives results.
Want a fresh perspective on your current strategy? AR Marketing is offering a free digital marketing audit to help you assess your online presence, identify areas of opportunity, and see how your efforts stack up against competitors.