Roche Bros. has become the first Buy4Now client to add MyWebGrocer's functionality into its online channel, less than a month after the vendor's acquisition of the Ireland-based specialist in online shopping solutions and e-commerce.

The grocer will deploy an interactive weekly circular tool that will fully integrate with the Buy4Now e-commerce tool set, in addition to already implemented recipe and shopping list functionality. Layered across all these applications, Roche Bros. will also install the MyWebGrocer Advertising network.

"Our ability to leverage all the MyWebGrocer tools with our proven e-commerce solution from Buy4Now validates the benefits both companies bring to companies like Roche Bros.," noted the grocer's director of marketing, Arthur Ackles.

"Roche Bros. has a very established and successful online channel that garners a great deal of traffic on a monthly basis," said Curt Alpeter Sr., s.v.p. at Colchester, Vt.-based retail grocery software service MyWebGrocer. "Our ability to integrate the advertising network is a huge opportunity for both Roche Bros. and MyWebGrocer, not to mention the added value it will bring the consumer."

The 18-store regional grocery operator, based in Wellesley, Mass., has become a part of the largest grocery-advertising network in the United States, which hosts advertisers such as Kellogg, Florida's Natural, and General Mills.