Symbol group Musgrave is investing in advanced customer analytics for its SuperValu stores.
The insights, provided by customer analytics specialists Symphony EYC, would enable it to work with suppliers to analyse shopper attitudes towards promotions and tailor offers accordingly, said the wholesaler, which operates SuperValu in Ireland and the Budgens and Londis fascias in GB.
This in turn would help it boost consumer loyalty, it said.
“Giving customers what they want, when they want it is vital to any retailer,” said Musgrave loyalty insights manager Sean Collins.”Through our existing Real Rewards loyalty programme, every customer coming through the door is telling us something.
“We will be able to use the Symphony EYC insights solution to work closely with our supplier partners to see which products and promotions are popular among our loyal customers, to ensure we take a more tailored approach.”
The system, which goes live this month, would give Musgrave an enhanced level of granular customer insight, Symphony EYC added.