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AWG Debuts Shopper Engagement Platform

AWG Debuts Shopper Engagement Platform

Wednesday, February 27th, 2019

Associated Wholesale Grocers’ (AWG) in-house loyalty and data marketing program, the Shopper Engagement Platform (SEP), has recently engaged more than 300 of its retailers. SEP is one of the first to market an in-house program for grocery wholesalers in the U.S., aimed at enabling independent retailers to utilize digital coupons, data, and rewards to grow sales.

“Our goal was to develop a program that did a lot of the heavy lifting for our retailers,” said Randy Lane, Advertising Manager. “Our SEP platform allows single or multiple store operators to participate in the program.”

SEP is the next step in the evolution of traditional loyalty programs as it is a program that works for all types of consumers and retailers. Recent statistics from retailers on SEP discovered a nearly $14 difference in average basket size for customers using a card or rewards program. The program has been utilized by AWG retailers in a number of different ways, with multiple go-to-market strategies.

The program is fueled by loyalty and data marketing veterans Loyalty Lane, Inc., and allows AWG retailers to offer their shoppers a carded or non-carded program. AWG retailers on the SEP program are utilizing points programs, short-term promotions, and gas programs to drive up sales and customer loyalty.

SEP is the next step in the evolution of traditional loyalty programs as it is a program that works for all types of consumers and retailers

Some retailers have opted to use a traditional card-based program, while others are implementing a virtual card on a mobile app or using a unique identifier such as a phone number. This has given retailers the ability to meet the different types of customers that utilize loyalty programs.

AWG specific digital content, fueled by engagement through AWG’s category management team, has been driving recent growth of the program. The management team works with vendors in an attempt to secure digital offers and coupons outside of the nationally aggregated coupons, giving AWG retailers a competitive advantage.

Market Basket, Hays, Riesbeck’s, Sun Fresh, and Strack & Van Til are just some of the notable AWG groups experiencing growth on the SEP program. In each of the eight AWG divisions participating in the program, there are numerous single and multi-store operators.

“At the end of the day, it’s about evolving to provide different ways for our retailers to bring value to the consumer,” Lane said. “And with that value comes data, which allows us to offer the customer relevant marketing—something that’s good for everyone involved.”

For more deli, dairy, bakery, and specialty food news, keep reading Deli Market News.

Associated Wholesale Grocers