Hy-Vee to use Symphony EYC's Shopper Insights Software

Atlanta-based Symphony EYC, a software solutions provider for retailers and manufacturers, announced that Hy-Vee Inc., West Des Moines, Iowa, signed a multi-year engagement for its customer-centric retail and Amplify solutions. Hy-Vee began working with Symphony EYC in 2015 to better understand its customers through analytics and robust reporting capabilities, and extended its relationship with Symphony EYC’s Amplify solution to deliver personalized relevant communications to customers.

The Symphony EYC customer-centric solutions provide behavioral analytics and insights to help retailers better understand who their customers are, the lifestyle preferences and how they can deepen their customers’ baskets and trips. With better information, merchants and category managers can make more customer-driven decisions, resulting in better assortments, more effective pricing and promotions that grow customer loyalty, increase sales and new customers for both branded and private label products.

"Hy-Vee will be using customer data through our proprietary technology to identify the shopper needs currently not being met to help develop new store brands," said Jateen Patel, senior vice president, Symphony EYC. "In addition, we will be optimizing existing brand portfolios including potential opportunities to expand into different tiers, flavors, pack sizes as well as others, again through our technology powered by customer data.

"Finally, our Amplify platform personalizes on a 1-2-1 basis not only national brands but store brands to shoppers so shoppers that are loyal to a store brand are recognized and rewarded as well as predicting customers who are likely to buy store brands and offering them incentives to trial and eventually repeat," Patel concluded.