Marsh Supermarkets makes it personal

Marsh Supermarkets, a regional grocer with 73 stores in Indiana and Ohio, needs to know its customers especially well to compete with larger supermarket chains.



To that end, Indianapolis-based Marsh is partnering with targeted marketing software vendor inStream to provide personalized, targeted offers on the front of consumer receipts. InStream drives customer engagement and sales via personalized targeting based on customer-specific purchase data.



Marsh’s goals are to extend and build loyalty with frequent shoppers at its Marsh and O’Malia’s banners, as well as generate trial and repeat purchases via timely offers tied to in-store merchandising programs.



"We have chosen inStream as our partner to offer new savings and value through its personalized POS marketing program which reinforces our Fresh Idea loyalty offers and commitment to deliver savings and value to Marsh shoppers," said Amit Bhardwaj, Marsh's senior director of customer loyalty. "InStream was an obvious choice for Marsh and O'Malia's Food Stores given the company's deep understanding of how to deliver value to consumers, enhance our loyalty program and enable us to potentially impact each and every transaction."



Marsh faces major competition from national powerhouse competitors with a strong Midwestern presence, such as Kroger. In addition, the growth of grocery offerings from mass merchandisers such as Walmart and Target, as well as the increase in popularity of specialty supermarkets such as Whole Foods and Trader Joe’s, means local and regional chains cannot rely upon pricing or assortment to attract and keep customers.



Only by truly understanding and responding to customer needs can a smaller grocery retailer stay afloat, and Marsh is gaining a lifeboat with inStream.