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10/04/2021

Southeastern Grocers Enhancing Retail Media Business Through Data Science

The closed-loop measurement performance system is expected to drive enhanced ROAS for long-term media buys. Editorial credit: Allmy / Shutterstock.com
The closed-loop measurement performance system is expected to drive enhanced ROAS for long-term media buys. Editorial credit: Allmy / Shutterstock.com

Southeastern Grocers is boosting its retail media business to provide its brand partners with more nuanced customer insights.

The grocer, which operates in seven states under the Fresco y Más, Harveys Supermarket and Winn-Dixie banners, is teaming with dunnhumby to upgrade the capabilities of its retail media business, known as SEG Connects.

Leveraging dunnhumby’s customer data science, SEG Connects will provide the retailer’s brand partners with data-driven customer insights, as well as an ability to understand marketing activity and sales attribution.

[See also: Albertsons to Launch Shoppable Video Experiences]

The closed-loop measurement performance system is also expected to drive enhanced return on advertising spend (ROAS) for long-term media buys.

First launched in 2019, SEG Connects’ augmented partnership with dunnhumby is expected to boost its ability to create personalized marketing solutions to help brands meet their objectives more efficiently and effectively. The provided customer insights will power Southeastern Grocers’ media planning process to maximize each campaign touchpoint.

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