Albertsons develops an endless shopping aisle.

Albertsons innovates a way to stay on trend and offer hot new products.

Albertsons Co., has figured out a way to create an endless aisle shopping experience.

The company announced the launch of its online marketplace powered by the Mirakl Marketplace Platform. The company’s new online marketplace will offer customers the ability to discover more specialty food items alongside beauty and wellness products from a vast network of third-party sellers, according to Mirakl.

“At Albertsons Companies, we’re making rapid strides to build digital capabilities that serve our customers and show our determination to play a prominent role in the digital food and wellness ecosystem,” said Narayan Iyengar, Senior Vice President of Digital Marketing and e-commerce, Albertsons Companies. “The online marketplace provides our customers access to hard-to-find items, increases exposure for partner products, and gives us critical data regarding demand for emerging food and wellness trends. We selected Mirakl for its superior technology and marketplace expertise. The Mirakl team, and McFadyen Digital’s team, have been instrumental in achieving our launch goals.”

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According to Albertsons, the launch of the online marketplace is a central part of its initiative to accelerate its ability to address trending markets and offer hot new products. The data collected from the marketplace will help identify shifting consumer interests, regionally-specific shopping needs and new food trends. The company now has the agility to identify new customer needs and rapidly respond by adding assortment from its network of sellers.

The news comes shortly after the release of the company’s second quarter results, where the company emphasized its focus on the development of the consumer’s digital experience. The quarter ended Sept. 8, revenue totaled $14.02 billion, up 1.4 percent from $13.83 billion a year earlier, Boise, Idaho-based Albertsons said. Identical-store sales edge up 1 percent year over year.

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For its network of third-party sellers, this new platform introduces an easy digital onboarding experience which gives fast access to Albertsons Cos.’ large customer base. This allows smaller businesses to showcase their products on a much wider scale than they could have achieved alone.

“By choosing the online marketplace model, Albertsons Cos. is truly distinguishing itself from the competition and Mirakl is honored to be working alongside Albertsons on this journey,” said Adrien Nussenbaum, co-founder and U.S. Chief Executive Officer of Mirakl. “By fully utilizing the capabilities of the Mirakl Marketplace Platform, Albertsons is set up for marketplace success.”