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Tops Friendly Markets targets individual shoppers

Tops Friendly Markets
Tops Friendly Markets is personalizing offers.

Tops Friendly Markets is personalizing its offers to shoppers.

The regional supermarket chain, a banner of Northeast Grocery Inc., is deploying technology to support individualized emails and unique promotional offers. Tops is rolling out the artificial intelligence (AI)-based Birdzi personalization and analytics platform to enhance customer connections at all of its 148 locations in New York, Pennsylvania and Vermont.

Northeast Shared Services (NSS), the shared services group of Northeast Grocery Inc., is implementing the Birdzi platform, including the Visper personalization solution, within the Tops banner. 

As a result, Tops will be able to leverage its entire store catalog and customer insights to generate unique offers and discounts that will be delivered through personalized communications to its shoppers. The full implementation set to go live by the end of the third quarter of 2024.

[Read more: Northeast Grocery supports ad targeting, e-commerce with Instacart]

"While searching for the right partner, Birdzi presented Tops with the best combination to both replace existing functionality and deepen customer personalization efforts," said Diane Colgan, senior VP, marketing at NSS. "We’re excited to work with the Birdzi team to provide our loyal shoppers with an even better experience, complete with increased relevancy and savings on their most important products."

"Birdzi’s modern platform and reporting suite places advanced customer analytics at our fingertips," said Sean Weiss, VP of business analytics & loyalty marketing at NSS. "It allows us to truly connect with Tops BonusPlus members through personalization at scale. We look forward to our burgeoning partnership with the Birdzi team and the opportunities for future enhancements."

"Birdzi believes customers are at the heart of the grocery business, and we have tremendous respect for the way Tops has immersed itself into the local community and established a loyal following," said Shekar Raman, CEO and co-founder, Birdzi. "As more grocers move towards data-centric personalization, we’re proud to help regional grocers like Tops and others harness the benefits of smart, personalized engagement."

[Read more: Tops, Price Chopper parent expands advanced pricing and promotions]

Based in Williamsville, N.Y., Tops Markets currently operates 148 grocery stores in New York, Pennsylvania, and Vermont, including five that are run by franchisees. Headquartered in Schenectady, N.Y., Northeast Grocery, Inc. is the parent company of Price Chopper/Market 32 and Tops Friendly Markets, which collectively operate nearly 300 supermarkets across New York, Massachusetts, Vermont, Connecticut, Pennsylvania and New Hampshire.

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