Southeastern Grocers centralizes marketing across channels

Dan Berthiaume
Senior Editor, Technology
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Winn-Dixie store

The parent of regional grocery chains including Winn-Dixie is targeting promotions based on a single view of customers.

Southeastern Grocers Inc. (SEG) is expanding its customer contact channels, as well as loyalty and CPG promotions, with marketing technology from Eagle Eye Solutions. The retail conglomerate selected Eagle Eye’s AIR intelligent digital marketing platform in late 2019 to help create one-to-one customer connections. In June 2020, SEG also decided to deploy the Ecrebo POS receipt marketing solution to enhance customer communication. 

SEG is leveraging the Eagle Eye platform to help reach new customers, interact with shoppers across different channels, and retain and reward customers based on their habits. The company is also utilizing Ecrebo technology to deliver relevant coupons printed on each receipt at checkout, with variables including brand offers and availability according to location. If the shopper is already known, coupons can also be personalized and delivered to a customer's mobile wallet.

SEG will roll out more media channels on the Eagle Eye platform starting in July 2020, including on- and off-property paid media, connected-shelf digital coupons and targeted emails. These omnichannel promotions are part of the grocer’s broader focus to increase revenues, decrease marketing costs, and incentivize customer loyalty.

"What started as an initial strategy to improve our coupon marketing has evolved into a much larger and comprehensive strategy to become digitally connected with customers, better understand behaviors across different channels, and be able to serve each customer individually with the right offers and content," said Adam Kirk, senior VP of marketing at Southeastern Grocers.

Southeastern Grocers is the parent company of the Winn-Dixie, Bi-Lo, Fresco y Mas, and Harveys regional supermarket banners.