SEG, Dunnhumby Team on Revamped Ad Media Platform

Southeastern Grocers is further souping up its digital media advertising platform through a newly expanded partnership with the data science firm dunnhumby.

The Jacksonville, Fla.-based food retailer, parent of the Winn-Dixie, Fresco y Mas and Harvey’s banners, said its platform—now known as SEG Connects Powered by dunnhumby—will provide the grocer’s brand partners with data-driven customer insights and the ability to understand marketing activity and sales attribution. Additionally, the power of its closed-loop measurement performance system will drive enhanced return on advertising spend for long-term media buys, the companies said.

SEG Connects launched for the first time in 2019.  The announcement this week builds on the relationship between the retailer and its partners. For over a year, Eagle Eye and dunnhumby have been working together to improve the effectiveness of promotions across multiple channels to grow shopper loyalty. While Eagle Eye's AIR Platform powers the interactions and processing of shopper data, dunnhumby analyzes that data to determine which offers are most relevant to specific shoppers and most likely to deliver sales outcomes, officials explained.

This augmented partnership with now will enable SEG Connects to create connected personalized marketing solutions to help brands meet their objectives more efficiently and effectively through channels their customers respond to most, reaching the right customers, at the right time, with relevant offers to fit their needs, the companies said. Customer insights will power the grocer’s media planning process to ensure the most is gained out of each touch point of campaigns, said dunnhumby, Chicago.

Graphic courtesy dunnhumby

“Southeastern Grocers has quickly established itself at the forefront of retail media by sharing their customer data insights with and providing insights and measurement solutions to CPGs to support media planning, and the negotiation of retail media placements,” Grant Steadman, President of North America for dunnhumby, said in a release. “By building an already impressive retail media business, SEG Connects is proving that retail media is a unique media channel in its ability to provide clear, measurable and transparent results. We are proud to have worked together with SEG and its partners early on to help develop their omni-channel strategy by analyzing customer data points into targetable customer cohorts and actions and look forward to the next phase of our partnership.”