Dive Brief:
- Shop ‘n Save has partnered with digital marketplace Upside to offer incentives and personalized promotions for its shoppers on the technology company’s platform, according to a Tuesday announcement.
- Upside said that tapping into its platform will allow Shop ‘n Save to bolster its existing loyalty program as well as promote customer loyalty.
- Grocers’ focus on personalization continues to be a key component of their expanding omnichannel capabilities.
Dive Insight:
The newly announced partnership will connect Shop ‘n Save’s nearly 80 independently owned locations with millions of Upside users who will receive targeted ads and discounts to use at the grocery chain.
Shop ‘n Save, which has stores in Western Pennsylvania, Maryland, New York, Ohio and West Virginia, said the tie-up will help it reach customers who visit the store sporadically or who are regular shoppers but have yet to engage with loyalty offerings.
Upside claims that its digital marketplace’s personalized promotions encourage more frequent engagement and guide consumers toward grocers’ existing loyalty programs. Upside noted that nearly 20% of non-loyalty members on its platform joined a leading grocer’s loyalty program within 30 days.
Upside’s promotions are accessible to more than 30 million consumers through its own platform as well as its network of partner apps at grocery stores, gas stations, convenience stores and hardware stores across the country, according to the announcement.
In a recent interview Matt O’Grady, a top U.S. executive of Dunnhumby, said loyalty programs are the “new connection with shoppers” where grocers can work to build a personalized shopping experience for its customers.
