Wakefern Increasing Access to Consumer Behavior Insights

Press enter to search
Close search
Open Menu

Wakefern Increasing Access to Consumer Behavior Insights


Wakefern Food Corp., the largest retailer-owned cooperative in the United States, is expanding its relationship with consumer intelligence provider Catalina to help brands better understand shopper behavior.

Brands can leverage data insights to send personalized messages to consumers with the intent of maximizing product launches and gaining share within their categories.

They’ll also be able to measure media impact on in-store sales during or after a campaign, and the Wakefern/Catalina relationship will now extend to the grocers’ banners: ShopRite, The Fresh Grocer, Price Rite Marketplace, Gourmet Garage, Dearborn Market and Fairway Market.

Brands will tap into Catalina's suite of campaign insights and optimization and measurement tools, which are designed to deliver transparency and performance metrics like real-time attribution, share of wallet, and closed-loop, purchase-based measurement.

They can also engage shoppers outside of the grocer’s stores and digital platform through Catalina's multichannel coordination, including in-store incentives, cable and over-the-top TV, digital out-of-home, social, mobile, online video and banner displays.

"We are always looking for new ways to connect shoppers with brands they love," said Elizabeth Goodbread, Wakefern director of digital commerce.  "Equally important is ensuring that every step is conducted with the utmost care and attention to consumer privacy and security."

"As market conditions and shopper preferences evolve, we are pleased to help Wakefern's brand partners transform data into actionable insights to deliver value to existing shoppers in innovative ways, while building relationships with new shoppers, to grow their business," said West Naze, Catalina VP of retail digital strategy. 

Wakefern’s member families own and operate more than 360 supermarkets in New Jersey, New York, Connecticut, Pennsylvania, Maryland, Delaware, Massachusetts, Rhode Island and New Hampshire.


More on Customer Analytics

If 2020 was the year of throwing out the digital marketing playbook and starting over, then 2021 may shape up as the year of giving back and reconnection — and perhaps a moment to not be so serious all the time.

Ulta, Sephora and other forward-looking brands understand that partnerships with large retailers do more than expose them to a larger audience. Learn why.