Wakefern Food Corp. is deepening its relationship with consumer intelligence provider Catalina to help consumer goods brands better understand shopper behavior.
As part of this, CGs can leverage data insights to deliver personalized messages to consumers in order to maximize product launches, gain share within their categories, and measure media impact on in-store sales during or after a campaign.
The relationship will now also include Wakefern banners ShopRite, The Fresh Grocer, Price Rite Marketplace, Gourmet Garage, Dearborn Market and Fairway Market
Brands will receive access Catalina's suite of campaign insights and optimization and measurement tools, which are designed to deliver such transparency and performance metrics as real-time attribution, share of wallet, and closed-loop, purchase-based measurement.
They can also engage current and potential shoppers outside of the grocer’s stores and digital platform through Catalina's multichannel coordination, which includes cable and over-the-top TV, digital out-of-home, social, mobile, online video, banner displays and in-store incentives.
"We are always looking for new ways to connect shoppers with brands they love," said Elizabeth Goodbread, director of digital commerce for Wakefern, in a statement. "Equally important is ensuring that every step is conducted with the utmost care and attention to consumer privacy and security."
"As market conditions and shopper preferences evolve, we are pleased to help Wakefern's brand partners transform data into actionable insights to deliver value to existing shoppers in innovative ways, while building relationships with new shoppers, to grow their business," said West Naze, Catalina VP of retail digital strategy.
Wakefern is the largest retailer-owned cooperative in the United States, comprised of member families who independently own and operate more than 360 supermarkets in New Jersey, New York, Connecticut, Pennsylvania, Maryland, Delaware, Massachusetts, Rhode Island and New Hampshire.