Southeastern Grocers promotes private brands through digital offer platform
Southeastern Grocers has updated its partnerships with digital technology companies to help personalize coupon offers and build stronger digital connections with its shoppers, including how it promotes its private brands to shoppers.
The retailer is working with Eagle Eye Solutions out of Toronto, who has partnered with Neptune Retail Solutions (formerly News America Marketing) to build out a digital and omnichannel platform for the retailer. The grocer will leverage the tech to yield more than 200 million combined digital offers and coupons, and personalize them to shoppers. The promotions get automatically loaded to the shopper’s SEG Rewards loyalty accounts that are redeemable at checkout and the platform can help further the grocer’s own brands.
"At Southeastern Grocers, we provide our customers with quality products at an affordable price through our extensive range of SE Grocers products," Adam Kirk, senior vice president marketing at Southeastern Grocers, told Store Brands. "Our collaboration with Eagle Eye enables us to send meaningful, personalized offers to our customers at the appropriate time, on their terms."
SEG had previously worked with Eagle Eye in 2020, deploying coupons-at-receipt technology, and with dunnhumby on data analysis and recommendations last year. Integrating Neptune Retail Solutions is the third phase in SEG’s digital transformation.
Eagle Eye said a May 2020 survey it conducted showed that 68% of consumers made decisions to shop at stores based on whether they could use digital coupons and paperless discounts, up 57% from the year before. The program aims to increase digital engagement and physical foot traffic, while giving retailers valuable data about shopper purchasing behaviors, the company said.
Tim Mason, CEO of Eagle Eye, told Store Brands that the platform helps Southeastern Grocers elevate private brands in a few ways. “First, and most directly, SEG can distribute private label offers and discounts through the platform in the same way they disburse vendor-funded CPG coupons; the mechanism is the same. Second, because those offers are made available exclusively through branded digital platforms — the SEG Rewards app, individual banner apps — consumers will associate the SEG brand (or its individual banner brands) with value and trust, which translates to private label affinity,” he said.
“Third, and perhaps most importantly, SEG can draw on the connected customer data generated by the platform to get a much more detailed picture of their customers' shopping habits, tendencies and preferences. By analyzing this activity, SEG can identify trends and adjust its private label sales and marketing strategies accordingly,” Mason said.
Eagle Eye said 91% of consumers are more likely to shop with a brand that provides them with relevant offers or recommendations, such as a personalized coupon experience. The company is headquartered in Guildford, United Kingdom and has offices in Manchester, Toronto and Melbourne. The company has also worked with UK grocers such as Tesco, Asda, Sainsbury’s, Waitrose and more, and North American retailers in Loblaws, Shoppers Drug Mart and others.
SEG operates more than 550 stores in the southeast.