JACKSONVILLE, FLA. - Southeastern Grocers (SEG), the parent company of BI-LO, Fresco y Más, Harveys Supermarket and Winn-Dixie grocery stores, is working with marketing technology companies Eagle Eye and Ecrebo Inc. to support its expansion of omnichannel shopping.
"What started as an initial strategy to improve our coupon marketing has evolved into a much larger and comprehensive strategy to become digitally connected with customers, better understand behaviors across different channels, and be able to serve each customer individually with the right offers and content," said Adam Kirk, senior vice president of marketing at SEG.
SEG selected Eagle Eye to help expand the company’s media channels, customer loyalty and CPG promotions and Ecrebo to enable full control over paper and digital receipt communications. Eagle Eye’s AIR Platform will help grow the retailer’s digital and channel marketing capabilities, and leverage customer interactions and data. Ecrebo helps the grocer communicate with its customers quickly and effectively.
Eagle Eye’s technology applications will help SEG formulate digital marketing and advertising solutions to reach new customers and drive greater marketing efficiencies. Through Ecrebo’s light-touch POS software technology, SEG now has a comprehensive receipt marketing communications solution.
Shoppers visiting SEG stores will receive relevant coupons printed on each receipt at checkout, with variables including brand offers and availability according to location. If the shopper is already known, coupons can also be personalized and delivered to a customer's mobile wallet.
Eagle Eye will roll out more media channels for SEG starting in July 2020. These include on and off-property paid media, connected-shelf digital coupons and targeted emails, as part of the grocer's broader focus to increase revenues, decrease marketing costs, and incentivize customer loyalty.
"The importance of being able to digitally connect with customers in today's operating environment cannot be overstated," said Tim Mason, chief executive officer of Eagle Eye. "For years, grocery chains have been challenged by siloed data and marketing channels, limited visibility of customers, missed opportunities to generate more revenues across media channels, and inability to drive transactional loyalty at scale.”