Grocery Chain Coborn’s Boosts Customer Retention With Digital Personalization

Lisa Johnston
Editor-in-Chief, CGT
Lisa Johnston CGT

Midwest grocer Coborn’s has improved its customer retention efforts by more than 350% thanks to technology that creates and delivers personalized offers to shoppers.

The grocer, which operates 58 stores across Minnesota, North Dakota, South Dakota and Wisconsin, has partnered with digital customer engagement provider Birdzi for the last three years to power its MORE Rewards program. When Coborn’s compares new, digitally engaged shoppers on the Birdzi platform vs. shoppers that are not, it reports a 355% increase in customer retention, a 16% increase in trips per month and a 23.7% increase in spend per month.

“Throughout the development of the MORE Rewards program, Birdzi leveraged cutting-edge and forward-thinking technology to drive customer engagement in new ways that were unique to the grocery industry at the time,” said Diana Barr, Coborn’s director of digital and loyalty marketing. “Birdzi is incredibly nimble and flexible and a great partner. Anything we can ask, they're ready to jump at the task and figure it out. At the same time, they keep that forward-looking context, creating the foundation for further enhancements and innovative features down the line.”

The proprietary shopper profiling platform deploys relevant offers to guests and drives customer loyalty through a dedicated guest-facing website, mobile shopping app, personalized emails and in-store beacons. Enrolling in the MORE Rewards program enables customers to view their point balances through the Coborn’s mobile and web app, and have access to digital receipts after they complete transactions from the app.

Its shopper engagement platform, meanwhile, enables Coborn’s to offer more personalized digital shopper savings, including weekly personalized and interactive mobile and web app ad fliers and digital coupon emails based on customer purchase history and shopping app behavior. Customers can also create shopping lists based on recipes, as well as receive digital coupons and receipts through the customer engagement portal on Coborn’s app and website.

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