Southeastern Grocers, the parent company behind your neighborhood Harveys Supermarket and Winn-Dixie stores, has just picked Net Conversion as its media agency of record, according to recent news from Marketing Communication News.
The partnership comes after what was described as a competitive review process. What stood out? According to SEG, it was Net Conversion’s ability to “do more with less," a strategy many in retail are targeting these days.
“We are committed to finding innovative ways to connect with our customers and ultimately, enhance their shopping experience,” said Adam Kirk, Chief Customer and Digital Officer at SEG. He added, “Partnering with Net Conversion allows us to utilize their expertise in strategic storytelling and digital engagement… Together, we are building meaningful relationships with our neighbors, delivering exceptional value while driving authentic loyalty and growth.”
The independent agency will now handle media planning and buying, plus media and advanced analytics. Expect this to get very data-driven, very fast.
The agency plans to use what it calls the “MORE” methodology: Model-centric, Omnichannel, Results-based, and Experiment-driven. That basically means: dial in the data, spread the message everywhere, and track exactly what’s working.
“SEG is a cornerstone of the communities it serves,” said Ryan Fitzgerald, Founder and Chief Executive Officer of Net Conversion. “We understand the importance of delivering personalized and relevant experiences to SEG’s diverse customer base.” His team is zeroing in on loyalty growth, first-party data usage, and hitting the right shoppers at the right time.
Kristina Canada, CMO of Net Conversion, put it this way: “In a rapidly evolving market, SEG’s commitment to delivering exceptional value and experiences to its loyal shoppers and attracting new audiences is clear.”
From growing loyalty and acquiring new customers to boosting demand and refining measurement, this partnership is looking to tackle it all.
For more insights on how retailers are reshaping their media strategies, check out ANUK. You won’t want to miss what’s coming next.
