Supermarket chain acts local, thinks personal

In an effort to stay competitive in a field crowded with big players, 27-unit, Minneapolis-based grocery retailer Lunds & Byerlys is creating a highly personalized omnichannel experience.



Lunds & Byerleys is partnering with omnichannel commerce technology provider Unata to launch a new e-commerce and digital customer engagement program. The seamless experience-based program is currently live in six locations with subsequent stores to be rolled out by the end of March.



The grocer is offering features including one-to-one personalization across the entire shopping experience, from home page to catalogue to search to product recommendations. During each step of the shopping journey, shoppers will see the most relevant items based on their individual purchase history and ongoing transactions.



The new digital customer experience also allows shoppers to organize and browse the entire product catalogue by any combination of filters, such as previously purchased or on sale. Customers can also sort through products based on factors including popularity, personal relevance, date of last purchase, and pricing.



On the back end, Unata’s platform includes order management, content targeting and customer service tools through a management and analytics dashboard. Lunds & Byerlys staff can use real-time analytics to target and manage promoted content to customers, as well as manage online orders in real time.



“We have been incredibly pleased with the process and partnership with Unata,” said Kevin Baartman, VP of IS at Lund Food Holdings, Inc. “We strive to provide a unique shopping experience for every single Lunds & Byerlys customer, and we are confident the new, comprehensive e-commerce platform will help us provide that experience. We’re looking forward to getting the remainder of the stores live soon.”