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In an effort to enhance its consumer insights, Marsh Supermarkets has formed a partnership with analytic services firm Spire to leverage shopper card data and generate actionable insights from its loyalty card database.
Mark Heckman, VP of marketing for the Indianapolis-based regional retailer, said the partnership with Spire aims to create “a customer engagement segmentation [platform] that goes beyond the traditional RFS segments to incorporate not only the rich buying behavior from our loyalty card, but also attitudinal data that describes how our households engage with us. This gives Marsh a complete picture of our consumers in a way we have never had before,” added Heckman, noting that the end result is “actionable segmentation” that enables the grocery chain to “make better decisions on how we market to our customers, in a significantly more relevant way.”
Looking ahead, Heckman said the next step in the use of customer engagement segments for the 100-store grocer, which operates 41-store pharmacy locations, will focus on “leveraging them with our category managers and our vendor partners.”
Spire acts as a partner with a network of regional retailers to provide analytic and technical resources to impart significant improvements with shopper card insights for both internal and external vendors. Observed Megan Margraff, chief analytic officer for the Monroe, Conn.-based firm: “Becoming consumer centric in everything you do doesn’t happen overnight. It starts with the ability to segment your customers in a smart way that leads to action, measurability and continuous improvement.”