Albertsons’ new identity platform secures online customer data
Albertsons’ new identity platform is securing online customer data, a move that will enhance the grocer’s digital experience, and drive loyalty.
To ensure it could protect the digital information among the more than 30 million customers it serves each week, the supermarket giant implemented the Identity Cloud platform from identity software provider Okta. Serving as the first step of online interaction between Albertsons and its customers, the platform will power user registration and authentication for Albertsons’ website and mobile app.
Further, the scalable software’s single sign-on, universal directory and API access management will provide one central identity platform for all digital experiences. Overall, the company expects the platform to support a more secure customer experience.
“As one of the U.S.’s largest grocery retailers, we needed a solution that could scale with us,” said Ramiya Iyer, general VP of IT, digital and marketing, Albertsons. “We’re confident that we found that in the Okta Identity Cloud, which now serves as an important part of our customers’ digital experience with Albertsons.”
Albertsons continues to step up efforts related to its online experience. In October, the company announced a partnership with Takeoff Technologies to test an artificial intelligence-based “micro-fulfillment center” concept supported by Albertsons’ existing supply chain and store footprint. AI-enabled robots and a system of totes and conveyors will collect items for online grocery orders within minutes, and deliver items delivered to an Albertsons employee, who prepares the order for the customer.
The “hyper-local” automated center will be piloted in an existing store early in 2019.
To further bolster its e-commerce offering, earlier this year, the supermarket giant launched Albertsons Performance Media, a digital media capability designed to improve the digital advertising performance of its CPG brand partners.
In addition, the company opened its digital marketplace — a service that enables customers to purchase items online directly from manufacturers — to outside vendors. Albertsons also recently joined forces with driver service Instacart, a move to offer same-day delivery of online orders to customers in as little as an hour. The grocer planned to make the service available in more than 1,800 of Albertsons’ banners across the country by mid-2018.
The company was also the first national grocery retailer to acquire a prepared-meals company. The supermarket chain acquired online meal company Plated last fall.
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