Southeastern Grocers implements targeted, personalized promotions
Southeastern Grocers (SEG) is collaborating with digital marketing and analytics companies to present more personalized and customized digital promotions to its shoppers.
The operator of 550 stores in the southeastern states of the United States is teaming up with Eagle Eye Solutions, a digital global marketing technology company that specializes in one-to-one customer connections, and dunnhumby, the global customer data science company, to take its digitally enabled, omnichannel retailing experience to the next level. Southeastern kicked off the first phase of a stronger digital journey in July, working with Eagle Eye to enable a coupon-at-receipt channel, and now Eagle Eye is working with dunnhumby to make digital promotions more effective by looking at the behaviors and preferences of its customers and making promotions more personalized to them.
The ability to get personalized takes customer data and a digital marketing infrastructure that processes and analyzes millions of customer transactions in real time. For SEG, Eagle Eye’s AIR Platform powers the interactions and processes the shopper data, while dunnhumby’s customer data science and technology analyzes that data to determine which offers are most relevant to specific shoppers and to personalize optimal offers for those shoppers.
"Our commitment to providing our customers value has never been greater or more important in today's environment,” said Adam Kirk, senior vice president of marketing at Southeastern Grocers. “We are working hard to ensure our offers and promotions are as relevant as possible to each customer by tailoring to their spending habits and day-to-day needs.”
Working with the companies will enable SEG to know which customer groups are likely to respond to specific deals and brand offers, both national and store brands, right down to availability at specific locations or time of day. The personalization of offers increases promotional effectiveness and incremental spend and SEG can offer targeted promotions and rewards through its mobile app and website.
"With dunnhumby, we've accelerated execution on Southeastern Grocers' retail vision and are on track to deliver a complete omni-channel strategy in record time. Our culture of rapid innovation and the speed of implementation to date means the retailer can get much more out of the customer data they already have," said Tim Mason, CEO of Eagle Eye. "Now, Southeastern Grocers can connect new channels and data to grow share of wallet by understanding customers' preferences and habits. By collaborating with dunnhumby, we can deliver offers designed to drive one more product per visit, one more item per basket, or one more visit per customer, ultimately delivering an uplift in sales."