Southeastern Grocers Embraces Personalized Promotions

Jacqueline Barba
Associate Editor
Jacqueline Barba profile picture

Two partners of Southeastern Grocers, digital marketing company Eagle Eye Solutions and data science technology company dunnhumby, have joined forces to push the retailer into the next phase of its digital transformation.

Eagle Eye and dunnhumby are collaborating to enable promotional personalization for SEG and provide the retailer with a deeper understanding of its shoppers’ behaviors and preferences, per a new press release emailed to the Path to Purchase Institute. The move builds on action taken in July, when SEG had deepened its relationship with Eagle Eye and brought on POS receipt marketing tech company Ecrebo to launch receipt coupons and help bolster its omnichannel marketing capabilities. 

"Our commitment to providing our customers value has never been greater or more important in today's environment. 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," said Adam Kirk, senior vice president of marketing at SEG, in the release.

dunnhumby’s hand in the equation is to analyze data from Eagle Eye’s AIR Platform, which is an engine aimed at driving shopper acquisition and retention that “powers the interactions and processing of shopper data,” to determine which offers are most relevant to specific shoppers and most likely to deliver positive sales outcomes.

"Achieving personalization at the scale required for retailers to successfully compete for the hearts, minds, and wallets of shoppers depends on having all customer data connected with insights available in a single place. Working with Eagle Eye, we can provide SEG with intelligent analysis and recommendations to best engage with their customers to drive optimal results," said Jose Gomes, president of North America, for dunnhumby.

The goal is for this collaboration to pave the way for SEG to offer targeted CPG promotions and rewards through its mobile application and website, and strategically drive sales growth by considering shopper preferences and product availability at specific locations or time of day.

"With dunnhumby, we've accelerated execution on Southeastern Grocers' retail vision and are on track to deliver a complete omnichannel 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, chief executive officer of Eagle Eye. "Now, Southeastern Grocers can connect new channels and data to grow share of wallet by understanding customers' preferences and habits.”

In related activity, SEG chains including Winn-Dixie and Harveys Supermarket have been heavily promoting their rewards programs and encouraging app downloads using in-store signage including shelf talkers and ceiling signs. Many shelf talkers invite shoppers to “Save more now” by downloading the app, and include a QR code leading to the app in the app store.