New York grocer reaches out to customers

With 15 regional stores, New York-based Fairway Market needs to compete with larger rivals on quality of experience.



To that end, Fairway has deployed the omnichannel retail platform from Index to help better communicate with customers and provide an optimal experience across various touchpoints. The platform includes secure in-store payment solutions that offer processing flexibility and are compliant with EMV and P2PE protocols. Fairway can also accept a variety of tender types, including Apple Pay and Android Pay.



The retailer is also able to use customer payment cards as unique identifiers and captures line-item data to build an account for every shopper, unified across stores and online. Leveraging this unified customer database and intelligent Index algorithms, Fairway can measure same-customer sales and deliver personalized experiences across channels.



Additionally, Index software seamlessly enables customers to opt-in for e-receipts, loyalty and personalized marketing directly on the PIN pad at checkout.



“Since implementation, Index has supplied a secure transmission of data and reduced our gateway cost by 35%,” said Maureen Minard, CIO of Fairway Market. “Having the ability to reach our customers in a new way will move us towards increased customer interaction.”



Especially considering Fairway recently came out of Chapter 11 bankruptcy protection, the retailer needs to obtain every competitive edge it can. A 15-store chain will never be able to consistently offer the lowest prices or best assortment, but can offer customers a highly personalized, convenient and seamless shopping experience.