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Regional supermarket chain steps up promotional game


Weis Markets knows the key to driving loyalty is to deliver value.

In a move that will improve its marketing and promotions operations, the regional grocer has partnered with dunnhumby and Aptaris. By integrating an enterprise promotional planning, price optimization, modeling and forecasting system, Weis is one step closer to increasing sales, improving customer loyalty and building a more profitable and competitive market position.

The end-to-end platform manages product deal submission from suppliers through the Aptaris Vendor portal, which manages enterprise marketing and promotions management. Meanwhile, dunnhumby’s computer science algorithms model and forecast the effects of Weis’ promotions on sales and profit, as well as the influence on customer shopping behaviors down to the individual shopper.

Weis Markets can now optimize both base and promotional retails through real-time modeling and forecasting, while gaining insights into the impact of pricing activities on the top and bottom line financials. Activating these insights within the system, the grocer can now create promotional events, including their weekly circular ads, with a 360 degree view of the impact on individual category plans across every store, their customers and their baskets – in real-time.

“We strive to deliver an exceptional shopping experience by offering a strong combination of value, service and variety,” said Richard Gunn, senior VP of merchandising and marketing at Weis Markets.

“The dunnhumby-Aptaris promotional solution will help us to better align and deliver meaningful promotional plans and activity for our customers, across all of our markets,” he added. “We see this as a critical component to help bring our customer’s voice into the entire promotional process, from our initial interaction with our suppliers, to the finished weekly circular.”

The solution will be used across the chain’s 204 stores, which operate in Pennsylvania, Maryland, New York, New Jersey, West Virginia, Virginia, and Delaware.
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