Northeast Grocery (NG) is accelerating the growth of one of its central banners, Tops Friendly Markets, through a newly formed retail alliance. Revealing a strategic new partnership, the retail chain has joined forces with customer intelligence and engagement ecosystem Birdzi. The collaboration aims to enhance customer connection across Tops’ 148-store footprint.
“While searching for the right partner, Birdzi presented Tops with the best combination to both replace existing functionality and deepen customer personalization efforts,” said Diane Colgan, Senior Vice President of Marketing at Northeast Shared Services (NSS), NGI’s shared services group. “We’re excited to work with the Birdzi team to provide our loyal shoppers with an even better experience, complete with increased relevancy and savings on their most important products.”
NSS selected Birdzi due to its unique breadth of capabilities and modern approach to customer intelligence and engagement, a press release explained.
Once the solution is fully implemented across its stores in New York, Pennsylvania, and Vermont, shoppers will benefit from individualized emails and unique promotional offers, made possible by Birdzi’s bold approach to AI-driven personalization.
“Birdzi’s modern platform and reporting suite places advanced customer analytics at our fingertips,” added Sean Weiss, Vice President of Business Analytics and Loyalty Marketing at NSS. “It allows us to truly connect with Tops BonusPlus members through personalization at scale. We look forward to our burgeoning partnership with the Birdzi team and the opportunities for future enhancements.”
Through the implementation of Birdzi’s customer intelligence and engagement platform, Tops will be able to leverage its entire store catalog and customer insights to generate unique offers and discounts to be delivered through personalized communications to the regional grocer’s shoppers.
Shekar Raman, Chief Executive Officer and Co-Founder of Birdzi, also commented on the partnership.
“Birdzi believes customers are at the heart of the grocery business, and we have tremendous respect for the way Tops has immersed itself into the local community and established a loyal following,” said Raman. “As more grocers move toward data-centric personalization, we’re proud to help regional grocers like Tops and others harness the benefits of smart, personalized engagement.”
More information on this tactical retail alliance can be found here.
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