Musgrave seeks to drive customer insights at SuperValu with Symphony EYC solution

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Garnering customer insights

Garnering customer insights

Musgrave Retail Partners has extended its relationship with Symphony EYC Ireland to implement customer analytics for its supermarket chain SuperValu.

This new level of consumer insight will help SuperValu to continue to focus on delivering on consumer needs while enabling supplier partners to better understand and respond to customer shopping patterns, Symphony EYC claims.

“Giving customers what they want, when they want is vital to any retailer,” said Sean Collins, loyalty insights & CRM manager at Musgrave. “Through our existing Real Rewards loyalty programme every customer coming through the door is telling us something. We will be able to use the Symphony EYC Customer Insights solution to work closely with our supplier partners to see which products and promotions are popular amongst our loyal customers, to ensure we take a more tailored approach to meeting their expectations.”

Musgrave Retail Partners Ireland will work with Symphony EYC to gather core customer insights across multiple disciplines – assortment, shelf layout, promotions as well as targeted marketing and store reporting – to allow Musgrave and its supplier partners to more effectively personalise offers and ranges to the needs of consumers.

“Loyalty is the name of the game in retail,” said Mark Croxton, head of global customer support at Symphony EYC. “Grocery retailers in particular are currently doing battle with one another to not only retain customers, but also encourage them to spend more in store and the only way to do that is through a comprehensive loyalty system underpinned by full customer insight.”

This new agreement will be linked to Musgrave’s previous Symphony EYC investments that date back to 2005, which include Supply Chain Management software, Space Planning and Planogram Automation.

As part of the programme, Musgrave is currently looking for additional supplier partners to join the scheme which will go live in October 2013. For more information please contact Symphony EYC in Dublin.