Martin’s Super Markets Deploys Shopper Marketing System

Regional independent Martin’s Super Markets has deployed a new shopper marketing system to deliver more personalized offers to its loyalty card members.

The grocer worked with Cambridge, Mass.-based Incentive Targeting on the shopper marketing system. “Incentive Targeting greatly enhances the effectiveness of our Advantage Card program by helping us deliver offers that are relevant to each individual customer,” said Amy McClellan, project manager at Martin’s Super Markets. “We believe that Incentive Targeting will help us engage more deeply with our best customers to increase basket sizes and drive trips to the store.”

Incentive Targeting’s retail shopper marketing platform delivers several capabilities to retailers, including:

• An intuitive, Web-based application developed to enable real-time segmentation of shoppers based on their buying preferences while protecting shopper privacy
• Simple campaign management allows marketing managers to create promotions in minutes, instead of weeks or months
• Powerful analytics capabilities to analyze sales and shopper data and monitor and measure promotion results and ROI daily

“In today’s market, retailers such as Martin’s that understand the value of one-to-one marketing and deploy systems that implement shopper marketing best practices will enjoy the benefits of increased shopper satisfaction and loyalty,” said Win Burke, president and CEO of Incentive Targeting..”

Among the benefits Martin’s expects to receive are:

• The ability to collaborate with brands by sharing anonymous customer-centric sales reports, enabling cost-effective brand participation in shopper marketing while improving category cooperation
• Drive profitability with private labels and broaden baskets to include high-margin departments
• No software to install, no capital expenditure, minimal impact on IT resources

South Bend, Ind.-based Martin’s Super Markets operates 21 stores in South Bend, Mishawaka, Granger, Elkhart, Goshen, Plymouth, Nappanee, Logansport and Warsaw, Indiana, and Niles, Stevensville and St. Joseph, Michigan.