Flipp Partners with Independent Grocers Alliance to Modernize and Support How Independent Grocers Compete and Grow

TORONTO, ON & CHICAGO, IL — [August 28, 2025] — Flipp, North America’s leading merchandising and media platform that powers over 1,600 retailers and brands’ digital shopping experiences, is proud to announce its strategic partnership with the Independent Grocers Alliance (IGA). This landmark collaboration aims to unlock high-impact digital transformation strategies for IGA’s 7,500+ global independent grocers, giving them a competitive edge in today’s evolving shopper landscape.

“This partnership brings together two organizations deeply committed to supporting local communities and empowering independent retailers,” said Flipp Senior Vice President Garrett Royds. “Together with IGA, we’re giving independent grocers the same powerful tools national chains use to win with shoppers, without the heavy lift.”

Transforming Shopper Relationships from Awareness to Action

By combining powerful technology with deep retail expertise, Flipp’s platform delivers best-in-class solutions across the entire shopper journey and helps grocers transform how they connect with customers and drive performance in every market. Through this partnership, IGA retailers will now be able to:

• Influence and convert shoppers with dynamically localized digital circulars at each store’s footprint, to maximize relevancy and time-on-page
• Optimize print investments through strategic market analyses that guide a smart, data-backed transition to digital, without sacrificing reach and efficiency
• Connect with over 82% of U.S. households via Flipp’s hyperlocal media network (powered by partnerships with hundreds of top-tier local and national publishers such as USA Today, Fox, CBS Local and more)
• Create and scale content effortlessly through Flipp’s Creative Studio, which transforms existing merchandising assets into impactful, brand-safe digital content
• Measure what matters using closed-loop insights that track shopper behavior, engagement depth, and media effectiveness, with consultative support and validation from industry leading partners like Foursquare
• Drive growth by using data to build smarter campaigns, retain loyal customers, and attract new audiences in competitive markets

“Our goal is to give independent grocers the same strategic advantage national retailers leverage by providing full-funnel storytelling, high-relevant content delivery, and the measurement to prove it’s working,” said Flipp Director, Strategic Partnerships Aeron Lawrence.

A Commitment to Local Success

This partnership will deliver dynamic personalization, video activation, and locally tailored storytelling — at no added lift for members.

“We’re thrilled to welcome Flipp to the Red Oval Partnership,” said IGA VP Brand Development Michael La Kier. “Adding another world-class, modern digital circular and media solution provides our members with access to a partner who brings deep retail expertise with the ability to help independents compete and win in their markets. Many of our retailers are already using Flipp, so this expands the collective IGA content and retail media footprint and will allow us to innovate in the future on behalf of all of our retailers.” 

IGA retailers and their marketing teams are encouraged to explore how to execute a successful print-to-digital transition strategy through four mini-web series Flipp and IGA will offer in October:

• Episode 1: Understanding Your Current Shopper & Market Landscape
• Episode 2: Auditing Your Current Marketing Mix & Identifying Gaps
• Episode 3: Communicating Change Effectively to All Stakeholders
• Episode 4: Testing, Iterating, and Scaling for Long-Term Success

Registration details for these episodes will be available on corporate.iga.com and in The IGA Minute weekly eNewsletter.

About Flipp

Founded in 2007, Flipp is a technology platform reinventing the way people make shopping decisions. Over 1600 retailers and brands in North America partner with Flipp to create, distribute and monetize digital merchandising experiences that influence over 100 million high-intent shoppers across their journey to purchase. Households use Flipp as their primary weekly shopping tool to decide what to buy and where to buy. On average, Flipp helps shoppers save $45 on their weekly groceries, home improvement goods, electronics, pharmacy, apparel, pets supplies and more. For more information, visit corp.flipp.com.

About IGA

The Independent Grocers Alliance (IGA) was founded in 1926, bringing together independent grocers across the United States to ensure that the trusted, family-owned local grocery store remained strong in the face of growing chain competition. IGA is the world’s largest voluntary supermarket network with aggregate worldwide retail sales of over $43 billion per year. The Alliance includes more than 7,500 stores globally, with operations in 46 of the United States and over 25 countries.