Giant Eagle personalizes loyalty program

A regional food, fuel and pharmacy retailer is facilitating a new digital loyalty platform and increased promotional capabilities.

Pittsburgh-based Giant Eagle Inc. has signed a multi-year agreement to use the Eagle Eye AIR intelligent digital marketing platform. Giant Eagle seeks to facilitate a personalized loyalty platform, at scale. The grocer also intends to leverage the Eagle Eye AIR platform to enable the end-to-end management of real-time personalized promotions, enabling the retailer to continue to upgrade its in-store customer experience and shift away from traditionally paper-based promotional activity.

Giant Eagle intends to rollout the AIR platform’s functionality to its customers in phases, starting in June 2022. The company, which launched an in-store targeted rewards program called myPerks in November 2020, has been adjusting to the growing shift from in-store to online and omnichannel spending by improving its ability to understand shopper behavior across channels.

In April 2021, Giant Eagle began leveraging the mParticle customer data platform (CDP) as the foundation of its omnichannel customer data strategy, increasing revenue by 15% as a result. Giant Eagle built a robust data pipeline based on the CDP and used it to power personalization throughout myPerks. The company is now bringing digital personalization to customers in the form of cross-channel digital experiences, loyalty programs, and member rewards.

To deliver cross-channel, personalized customer experiences, Giant Eagle previously had to rely on engineering support to connect data between systems, keep it consistent throughout the pipeline, and manually create segments. The process was inefficient, error-prone, and wasn’t scalable.

By deploying the CDP, Giant Eagle was able to create a central data infrastructure that can integrate data across tools and systems. The retailer selected mParticle due to its technology’s ability to manage data quality, gain a single view of the customer, and automate data routing throughout the pipeline.

Having the ability to integrate data across transactional logs, recommendation tools, and loyalty systems, tie all of that data to a single profile, and activate it strategically across channels, Giant Eagle gained the ability to deliver an end-to-end personalized rewards program, which it is now bolstering with Eagle Eye AIR.

"We're excited to partner with Eagle Eye to advance and accelerate our efforts to bring our customers the most personalized and rewarding loyalty platform in North America,” said Justin Weinstein, VP of customer experience at Giant Eagle.

"We are excited to be welcoming another well-established US retailer onto our AIR platform,” said Tim Mason, CEO of Eagle Eye. “North America is a key market where we see increasing opportunities for growth as retailers accelerate their digital transformation strategies. This win is a testimony to the capabilities of our AIR platform and we look forward to supporting Giant Eagle on its digital growth journey."

Founded in 1931 and headquartered in Pittsburgh, Giant Eagle Inc. operates more than 470 stores under the Giant Eagle, Market District, and GetGo banners throughout western Pennsylvania, north central Ohio, northern West Virginia, Maryland, and Indiana.