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MBR Intentional Marketing (Market Basket rewards) has been rebranded reach | influence, and along with the rebranding has reinvented itself with enhanced shopper engagement and loyalty programs aimed at giving independent grocers a competitive edge.
“Reach | influence has transformed into a company serving retailers by understanding shopper behavior and marketing directly to them; a confluence of data and design,” said CEO Eric Green. “It’s important our new identity reflect who we are and what we do for retailers.”
According to the company, the term “reach” represents the use of technology to extract and transform data from point-of-sale systems -- reaching the shopper by capturing their transactions with retailers. The company’s technology already interfaces with 12 common POS systems. With this data, the company works with retailers to understand, analyze and manage the data into customized shopper engagement programs to “influence” shopping behavior and enhance the shopper’s experience, driving increased frequency, basket sizes and margins.
Reach | influence currently serves independent grocers and wholesalers including Spartan Stores, Associated Wholesale Grocers, Bozzuto’s, and Supervalu. “It has been rewarding putting the tools that are normally only afforded to national chains in the hands of independent grocers,” said Dennis Sarafa, COO of reach | influence. “Our team is motivated to share our experience and best practices with our retailers to grow baskets and shoppers in an increasingly competitive market.”
Vineyard Capital Group purchased reach | influence in 2012, and its founder Rich Helppie serves as [ri] chair. Vineyard’s Shail Arora joined [ri] as CTO to architect a technology solution consistent with the company’s growth goals.
“Our advances in technology, our broadened scope of services, and our growing partnerships with wholesalers and industry leaders all expand our ability to better serve independent retailers.”