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Supervalu hires LoyaltyOne

US-based grocery store chain Supervalu Group has retained LoyaltyOne of Toronto to develop a customer segmentation strategy. The new program, which will be developed by LoyaltyOne's Precima division, is intended to make use of retail customer data from Supervalu's 4,400 stores to better focus the company's marketing, merchandising and operations. "Our shoppers will benefit most from this strategic pick as we enrich their shopping experience and focus more on the customer as we make key business decisions," said Wesley Story, vice-president of customer insight and loyalty at Supervalu Group. "Precima's approach to building a customer segmentation strategy grounded in insights that combine behavioral analysis with market data and research will result in innovative programs across all facets of our enterprise that are relevant and more personalized to our customers."

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