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Spartan Stores, Aimia sign agreement for loyalty analytics

Published 14 November 2013

Michigan-based grocery and wholesaler retailer Spartan Stores has signed a consulting and analytical partnership with loyalty management company Aimia to develop its customer centric approach to retail.

The partnership will involve collection of data from Spartan's 'yes Rewards' cardholders through the Aimia Self-Serve platform, which will enable Spartan to offer a personalized shopping experience to the customers across its network of stores, and share merchandising best practices across the group.

Spartan also plans to build a stronger and more committed partner network by using detailed insight into customer habits and behavior, which will also result in improved ROI.

Aimia's loyalty anlytics program is designed to help comanies tailor relevant information and offers for consumers. Aimia claims that the program will enable businesses to learn more about their best customers, develop long-term customer and supplier loyalty, deploy a more effective and efficient marketing spend, and make better business decisions by building customer loyalty.

Spartan Stores Center Store Merchandising's vice president Larry Pierce said, "Aimia has a first-rate track record in data analytics and has transformed businesses across the globe with their approach to consumer insight and targeted communications. We're truly excited about working with them to develop improved data capabilities and to help us better understand how our customers think."