Dive Brief:
- Vroom Delivery has partnered with retail technology platform Swiftly to bring alcohol cash back deals to Vroom’s network of thousands of convenience retailers across the U.S., the companies announced last week.
- The partnership lets Vroom’s convenience retail partners offer manufacturer-funded digital alcohol rebates directly through their digital platforms, giving guests an easier way to save on these types of purchases.
- The offering could present an opportunity for convenience retailers, many of which have seen the alcohol category — especially beer — struggle with sales as consumers drink less often.
Dive Insight:
Not only has the alcohol category taken a downturn in convenience retail, but also alcohol rebates have historically been difficult for customers to redeem, according to John Nelson, CEO of Vroom. This, in turn, limits participation and reduces the rebates’ impact.
Vroom and Switfly’s latest partnership aims to change that.
After placing an online order through a convenience retailer in Vroom’s network, customers will be notified of cash back offers on each eligible product. They can then receive rebates through Venmo or PayPal. Participating alcohol manufacturers can also feature their products within c-store retailers’ online storefronts to boost sales.
Vroom and Swiftly’s new cash back program will be automatically available to c-store retailers participating in Vroom’s retail media platform and requires no additional setup.
“By making the process significantly easier, retailers can drive additional sales, manufacturers can increase product visibility, and customers can save money at a time when value remains top-of-mind,” Nelson said in the announcement.
For Switfly, the partnership represents a chance to help retailers and brands “modernize how alcohol promotions are delivered, redeemed, and measured within a highly regulated industry,” said Ryan Moore, vice president of alcohol sales and operations at Swiftly.
“Through our partnership with Vroom Delivery, convenience retailers can now offer a more seamless digital cashback experience directly within the online shopping journey, helping drive shopper engagement, incremental sales, and stronger brand visibility,” Moore said.
