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05/13/2021

Winn-Dixie parent gamifies rewards personalization

Dan Berthiaume
Senior Editor, Technology
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Southeastern Grocers Inc. (SEG) is expanding its targeted marketing initiative with personalized offers delivered in a game-like challenge.

The grocery conglomerate, which operates the Fresco y Más, Harveys Supermarket, and Winn-Dixie banners, is launching “rewards Boosters.” Customers can increase savings by selecting their “rewards Boosters” offer inside the Fresco y Más, Harveys Supermarket, or Winn-Dixie app. To deliver the best hyper-relevant offer, “rewards Boosters” are personalized for each customer based on shopping preferences.

“Rewards Boosters” is the latest enhancement to SEG’s rewards loyalty program. Other recent upgrades include a partnership to leverage first-, second- and third-party sales data from Neptune Retail Solutions to target offers to its most profitable shoppers, as well as implementing the AIR intelligent digital marketing platform from Eagle Eye Solutions.
 
To participate in “rewards Boosters,” customers will activate offers within the apps, complete the offer challenge and then receive the reward. Each offer will only be available for a limited time and will change based on the challenge.

Current SEG rewards members will automatically receive personalized “rewards Boosters” offers to activate. New rewards members will be offered “rewards Boosters” upon enrolling in the loyalty program, with offers becoming more personalized over time. New and existing customers not currently enrolled in the loyalty program can join by downloading the Fresco y Más, Harveys Supermarket or Winn-Dixie rewards app.

“At Southeastern Grocers, we believe in connecting with our customers on a personal level, whether that is in our stores or through our digital platforms,” said Anthony Hucker, president and CEO of Southeastern Grocers. “We work hard to anticipate and listen to the needs and desires of our customers and associates, and their shopping habits tell us that saving money on groceries is a top priority as they continue to spend more time cooking at home. With the new ‘rewards Boosters’ addition to our highly rated rewards loyalty program, our customers now have the opportunity to earn more rewards toward savings on the products they buy most while experiencing a truly personalized shopping experience in our stores.”