Independent grocery retailers are getting a digital boost. Swiftly, a leading provider of retail technology, has announced a new partnership with Merchants Distributors (MDI) to modernize web, circular, and digital marketing capabilities for the distributor’s network of independent stores.

The collaboration leverages Swiftly’s SmartCircular™ solution alongside its Audience Optimizer™ platform to bring AI-driven promotions, digital circular amplification, and website tools to MDI retailers—helping them better connect deals with shoppers and in-store performance.

Bridging Digital and Physical Retail

The modern grocery shopper moves seamlessly between online and offline channels, making omnichannel strategies critical for smaller retailers. Swiftly’s technology is designed to consolidate web presence, digital circulars, and advertising into a single platform, giving independent grocers tools previously available only to national chains.

“Swiftly’s website and digital circular capabilities allow us to offer a modern digital presence for retailers who may not have ecommerce, while seamlessly integrating with existing platforms where applicable,” said Mary Kellmanson, SVP Marketing at MDI. “This partnership expands our digital toolkit in ways that support measurable sales growth inside the store.”

The combined platform enables MDI retailers to:

• Deliver more relevant deals across channels

• Connect digital engagement directly to in-store performance

• Accelerate digital maturity with scalable, flexible solutions

AI-Powered Promotions with Audience Optimizer™

A standout component of the partnership is Swiftly’s Audience Optimizer™, which leverages first-party data to target shoppers with product offers across digital channels. By analyzing engagement patterns, retailers can reactivate lapsed shoppers, increase trip frequency, and drive incremental basket growth—all while linking campaigns back to measurable sales results.

“As independent grocers navigate a rapidly evolving digital landscape, having the right mix of foundational tools and targeted capabilities is essential,” said Keith Kirk, CFO at Swiftly. “We’re proud to support MDI and its retailers with flexible technology that strengthens their digital presence and helps translate shopper engagement into meaningful store results.”

Rolling Out in Early 2026

The partnership rollout is scheduled to begin in early 2026, with phased deployments across MDI’s network for:

• Website platforms

• SmartCircular™ digital circulars

• Audience Optimizer™ promotional campaigns

By unifying these tools under one system, Swiftly and MDI aim to provide independent retailers with a scalable digital foundation that supports both shopper connection and long-term revenue growth.

The collaboration highlights the growing importance of AI-powered, omnichannel technology in regional and independent grocery markets—bringing the type of digital sophistication once reserved for large retailers to smaller operators looking to compete in a hybrid shopping environment.

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