SpartanNash Co., Grand Rapids, said it has signed an exclusive enterprise agreement with reach | influence, Royal Oak, Mich., to provide a digital couponing solution for the wholesaler’s independent retail distribution network.

SpartanNash said the digital program is the same one used in more than 100 of its corporate retail stores supplied by Inmar, Winston-Salem, N.C., which also has an agreement with reach | influence.


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In addition to delivering digital coupons and an e-wallet solution, reach | influence provides direct shopper messaging and detailed reporting and analytics to help retailers better understand their shoppers’ buying habits, SpartanNash explained.

According to Linn Peters, vice president, marketing, “The opportunity for our independent retailers to offer coupons digitally, market directly to shoppers and measure the results is extremely valuable and will enable them to continue to compete and thrive as grocery retailers.”

Larry Pierce, interim executive vice president, merchandising and marketing, said nearly 10% of SpartanNash’s independent retail network “[have] raised their hands” to participate in the digital program. We have been excited by the results for our own Inmar-powered digital coupon program, so the ability to offer the same program to our independent retailers demonstrates our continued commitment to offering value-added services that ensure their businesses succeed.”

David Mounts, chairman and CEO of Inmar, said the deployment by SpartanNash of the Inmar platform in conjunction with its own technology and service offerings “will enable smaller grocery retailers to leverage Inmar’s analytics programs to personalize offers for shoppers and engage with them through a true omni-channel experience.”

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