Northeast supermarket operator personalizes customer promotions

Dan Berthiaume
Senior Editor, Technology
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Price Chopper storefront

The Golub Corp. is obtaining a single view of customers at its Price Chopper banner to tailor interactions across direct mail, weekly flyers, and digital/email programs.

Operating 131 Price Chopper and Market 32 grocery stores in New York, Vermont, Connecticut, Pennsylvania, Massachusetts, and New Hampshire, Schenectady, N.Y.-based Golub Corp. is deploying the Manthan-RichRelevance integrated SaaS suite. Price Chopper will seek to achieve insights-driven personalization by utilizing Manthan-RichRelevance technology including its customer data platform, advanced customer analytics, and omnichannel lifecycle marketing solutions. 

As a result, Price Chopper intends to develop a single view of each customer and personalize every direct mail, weekly flyer, and digital/email promotion it sends them. The solution also provides the retailer’s marketing team with key capabilities to run automated on-demand and journey-based campaigns, personalize offer recommendations, test and optimize campaigns, and improve engagement, conversion rate and overall marketing ROI. 

“We’re proud of the product mix and shopping experience we provide in our stores and online,” said Glen Bradley, Price Chopper Supermarket/Market 32 group VP of marketing. “Personalization is an important strategic initiative in our continued endeavor to enhance customer experience across digital and in-store. We did a comprehensive evaluation of the market before selecting Manthan-RichRelevance. We’re excited to announce the partnership and the comprehensive capabilities of the platform to help us execute our strategic vision with speed.”