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Giant Eagle Pilots NCR Interactive Direct Marketing Solution

ATLANTA - Giant Eagle, with 215 stores in Pennsylvania, Ohio, West Virginia, and Maryland, has begun testing a new way for its customers to benefit from targeted promotions by using an interactive touchscreen solution from Atlanta-based NCR Corporation.

Called the Personal Shopping System, the innovative program allows Giant Eagle to more efficiently execute in-store customer-specific marketing strategies, according to NCR.

The NCR Copient solution, which Giant Eagle is piloting in six stores in Pittsburgh and Erie, Pa., gives the retailer the opportunity to strengthen one-to-one relationships with valued customers by presenting personalized offers based on purchase history from the Giant Eagle Advantage Card loyalty program.

In addition to receiving product discounts and rewards, customers may enter sweepstakes, join clubs based on interest, provide immediate feedback, track savings and more by scanning a Giant Eagle Advantage Card.

"The NCR Copient solution is a great complement to our Giant Eagle Advantage Card, enabling us to offer real-time targeted offers based on the unique buying history and interests of our shoppers," said Giant Eagle marketing director of customer relationships and target marketing Rebecca Kane. "We are excited about the prospects of this pilot program and the opportunity to further strengthen the personalized relationships we have built with our customers while improving our overall value proposition."

The personal shopping system terminals are located at the checkout lanes as well as near the entrances of each of the six western Pennsylvania-area Giant Eagle supermarkets involved in the pilot program.

Shoppers who use their loyalty program cards will see an interactive screen that displays customized messages and unique offers that can be printed at the terminal.

"The retail industry is looking for better ways to enhance customer satisfaction and minimize operational costs," said NCR director of food industry marketing Alan Couch. "Offering this solution as part of our comprehensive store-automation portfolio strengthens NCR's ability to offer truly efficient, end-to-end solutions."
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