A conglomerate operating regional grocery banners including Winn-Dixie is upgrading its targeted digital coupon program. Southeastern Grocers Inc., the parent company of Bi-Lo, Fresco y Mas, Harveys Supermarket and Winn-Dixie, is partnering with Neptune Retail Solutions (formerly News America Marketing) to leverage Neptune's first-, second- and third-party sales data to identify and target relevant offers and promotions to its most profitable shoppers. The retailer will further personalize offers by integrating the Neptune data with its existing implementation of the AIR intelligent digital marketing solution from Eagle Eye Solutions, which helps it reach new customers, interact with shoppers across different channels, and retain and reward customers based on their habits.
Integrating Neptune Retail Solutions is the third phase in Southeastern Grocers' digital transformation, following the deployment of coupons-at-receipt in July 2020 (in conjunction with the Eagle Eye rollout) and a collaboration with dunnhumby for customer data analysis and recommendations in September 2020. With the Eagle Eye AIR platform as the centralized hub for synchronizing and delivering personalized offers and digital coupons, Southeastern Grocers can monetize customer data, drive more value to shoppers, and increase both footfall and offer conversions. The combined process is expected to yield more than 200 million combined digital offers, coupons, and recommendation variations each month when fully integrated.
Promotions will be automatically loaded-to-card directly into customers' SEG Rewards loyalty accounts, and be redeemable at checkout. In addition to driving revenue, Southeastern Grocers intends for its personalized digital coupon experience to build brand loyalty. Historically, Southeastern Grocers has processed more than 50 million digital coupons per year.
Working with Eagle Eye, the retailer expects to dramatically increase that number.
The retailer will be able to leverage a digital marketing infrastructure that processes and analyzes millions of transactions and interactions in real-time to create one-to-one marketing opportunities.
"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," said Adam Kirk, senior VP of marketing at Southeastern Grocers.