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Coupons & Offers

Southeastern Grocers cranks up digital offers

Southeastern Grocers aims to exponentially grow its number of digital coupons and personalized offers through a partnership between digital marketing and media specialists Eagle Eye Solutions and Neptune Retail Solutions.
Toronto-based Eagle Eye said t…

Southeastern Grocers aims to exponentially grow its number of digital coupons and personalized offers through a partnership between digital marketing and media specialists Eagle Eye Solutions and Neptune Retail Solutions. Toronto-based Eagle Eye said this week that it's working with Neptune to build a connected omnichannel ecosystem for Southeastern Grocers will yield more than 200 million digital offers, coupons and recommendations to customers monthly when fully integrated. Promotions will be automatically loaded into customers' SEG Rewards loyalty accounts and be redeemable at checkout.

Related: Southeastern Grocers eyes more effective promotions

Historically, the Jacksonville, Fla.-based retailer -- parent of Winn-Dixie, Harveys, Fresco y Mas and Bi-Lo supermarkets -- has processed more than 50 million digital coupons per year. "Our goal is to provide the best possible value for our customers by sharing curated promotions and offers through the channels they use most often," according to Adam Kirk, senior vice president of marketing at Southeastern Grocers.

Related: Southeastern Grocers aims to lasso customer data for omnichannel push Jersey City, N.J.-based Neptune Retail Solutions leverages its first-, second- and third-party sales data to identify and target relevant offers and promotions to a brand's most profitable shoppers.

Those offers will be further personalized for Southeastern Grocers via Eagle Eye's technology. The Eagle Eye AIR platform, implemented by the grocer last June, acts as a hub for synchronizing and delivering personalized offers and digital coupons, enabling the retailer to monetize customer data, drive more value to shoppers and increase "footfall" and digital offer conversions, Eagle Eye said. "The customer connection ecosystem we are building to meet Southeastern Grocers' [SEG] retail vision relies on a unified collaboration with our partners.

Neptune Retail Solutions is the ideal partner to help us accomplish this next stage," Tim Mason, CEO of Eagle Eye, said in a statement. "By providing a steady stream of high-value, relevant offers from reputable CPG brands, Neptune enables us to create combinations of coupons and offers that will drive customers into SEG stores, increasing sales lift and customer engagement." The integration of Neptune's solution marks the third phase of Southeastern Grocers' digital marketing expansion. Last July, the retailer teamed up with Eagle Eye and Chicago-based Ecrebo to enable customers receive relevant coupons printed on each receipt at checkout, with variables including brand offers and availability based on location, The coupons also can be personalized and delivered to shoppers' mobile wallet.

Then in September, Eagle Eye unveiled a collaboration with consumer data science specialist dunnhumby to help Southeastern Grocers gain a deeper understanding of customer behaviors and preferences to personalize its digital marketing. Through the partnership, dunnhumby analyzes shopper data from Eagle Eye's AIR humb to identify offers most relevant to certain shoppers and most likely to deliver positive sales outcomes. Eagle Eye and Neptune said they aim to sharpen the traditional coupon model by providing highly relevant digital offers to shoppers based on their preferences and behaviors, bolstering brand loyalty.

According to Eagle Eye, 91% of consumers are more likely to shop with brands that give them relevant offers or recommendations. Working with Eagle Eye and Neptune, Southeastern Grocers will be able to tap a digital marketing infrastructure that processes and analyzes millions of transactions and interactions in real-time to drive one-to-one marketing opportunities. "We are proud that through our partnership with Southeastern Grocers and Eagle Eye, Neptune's industry-leading CPG network is able to deliver even more value to SEG and its customers by continuing to innovate and drive profitable growth in this shopper-first era," stated Neptune Retail Solutions CEO Bill Redmond.

Overall, Southeastern Grocers operates approximately 500 grocery stores in Florida, South Carolina, Georgia, Alabama, Louisiana, North Carolina and Mississippi.