Southeastern Grocers Makes Another Retail Media Move

Jacqueline Barba
Associate Editor
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Data science technology company dunnhumby is expanding its partnership with Southeastern Grocers to power SEG Connects, the regional grocer’s retailer media network. SEG Connects, powered by dunnhumby, will help CPG companies connect with SEG’s Fresco y Más, Harveys Supermarket and Winn-Dixie shoppers across channels.

By tapping into dunnhumby’s customer data science, SEG Connects aims to provide brand partners with data-driven shopper insights and the ability to understand marketing activity and sales attribution. Additionally, its closed-loop measurement performance system aims to drive return on advertising spend for long-term media buys.

First launched in 2019, SEG Connects has continued to grow and evolve each year, developing new capabilities across the customer journey. This augmented partnership with dunnhumby will enable SEG Connects to create “connected personalized marketing” solutions to help brands meet their objectives more “efficiently and effectively” through channels their shoppers respond to most, at the right time, with relevant offers to fit their needs, according to a new media release from dunnhumby. Shopper insights will power the grocer’s media planning process to ensure the most is gained out of each campaign touchpoint.

In 2020, dunnhumby and digital marketing company Eagle Eye joined forces to enable promotional personalization for SEG and provide the retailer with a deeper understanding of its shoppers’ behaviors and preferences.

“Southeastern Grocers has quickly established itself at the forefront of retail media by sharing their customer data insights with and providing insights and measurement solutions to CPGs to support media planning, and the negotiation of retail media placements,” said Grant Steadman, president of North America for dunnhumby. "We are proud to have worked together with SEG and its partners early on to help develop their omni-channel strategy by analyzing customer data points into targetable customer cohorts and actions and look forward to the next phase of our partnership.”

dunnhumby was recently named as a “large established player” in Forrester’s Now Tech: Retail Media Solutions, Q2 2021 report. Forrester defines retail media solutions as “Technology or services offerings that help retailers build a media network to monetize their e-commerce sites and first-party data and/or help brands buy media from retail media networks and leverage first-party data.”’