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04/08/2021

Giant Eagle spreads omnichannel personalization wings

Dan Berthiaume
Senior Editor, Technology
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Giant Eagle storefront

A regional supermarket chain is evolving its customer personalization strategy beyond the four walls of the store.

Giant Eagle, which launched an in-store targeted rewards program called myPerks in November 2020, is adjusting to the growing shift from in-store to online and omnichannel spending by improving its ability to understand shopper behavior across channels. The retailer is leveraging the mParticle customer data platform (CDP) as the foundation of its omnichannel customer data strategy, already increasing revenue by 15% as a result.

Giant Eagle built a robust data pipeline based on the CDP and used it to power personalization throughout myPerks. The company is now bringing digital personalization to customers in the form of cross-channel digital experiences, loyalty programs, and member rewards.

To deliver cross-channel, personalized customer experiences, Giant Eagle previously had to rely on engineering support to connect data between systems, keep it consistent throughout the pipeline, and manually create segments. The process was inefficient, error-prone, and wasn’t scalable.

By deploying the CDP, Giant Eagle has created a central data infrastructure that can integrate data across tools and systems. The retailer selected mParticle due to its technology’s ability to manage data quality, gain a single view of the customer, and automate data routing throughout the pipeline.

Now having the ability to integrate data across transactional logs, recommendation tools, and loyalty systems, tie all of that data to a single profile, and activate it strategically across channels, Giant Eagle can deliver an end-to-end personalized rewards program.

Founded in 1931, Giant Eagle Inc. operates more than 470 stores throughout western Pennsylvania, Ohio, northern West Virginia, Maryland, and Indiana.