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SpartanNash has signed an exclusive enterprise agreement with marketing analytics firm reach | influence to provide a digital couponing solution across its independent retailer distribution network. Utilizing a proprietary digital promotion solution from Inmar, an industry-leading provider of both digital and traditional promotion solutions, the e-coupon solution is the same platform SpartanNash uses in more than 100 of its corporate retail locations.
In addition to delivering digital coupons and an e-wallet solution, reach | influence provides direct shopper messaging, detailed reporting and analytics to help the independent retailer better understand their shoppers’ buying habits. The solution also provides a platform for SpartanNash to create unique wholesaler-backed digital promotions, including their own private label brands, for their entire network of corporate and participating independently owned retail stores.
“We have been excited by the results for our own Inmar-powered digital coupon program so the ability to offer the same program to our independent retailers demonstrates our continued commitment to offering value-add services that ensure their businesses succeed,” according to Larry Pierce, interim EVP of merchandising and marketing for Grand Rapids, Mich.-based SpartanNash. “We have already experienced a high level of interest amongst our retailers," added Pierce, noting that nearly 10 percent of the network "raised their hands before we finalized the agreement.”
Digital Clipping and Redemption
The “ecoupon” program will deliver direct one-to-one email communication on a weekly basis to shoppers on behalf of the retailer. The real-time, cloud-based, load-to-e-wallet functionality will allow for fast and convenient digital clipping and redemption. Retailers will have the ability to track and measure results while drastically reducing the risk of fraud like with traditional paper coupons.
“The opportunity for our independent retailers to offer coupons digitally, market directly to shoppers and measure the results is extremely valuable and will enable them to continue to compete and thrive as grocery retailers,” noted Linh Peters, SpartanNash VP of marketing. “We are very pleased to be partnering with reach | influence to provide this technology and service at an affordable cost.”
SpartanNash's core food distribution businesses includes military commissaries and exchanges and independent and corporate-owned retail stores located in 44 states and the District of Columbia, Europe, Cuba, Puerto Rico, the Azores, Bahrain and Egypt. SpartanNash currently operates 172 supermarkets primarily under the banners of Family Fare Supermarkets, D&W Fresh Markets, No Frills, Bag 'n Save, Sun Mart and Econofoods.