Supervalu to Use Segmentation Tool

MINNEAPOLIS — Supervalu has agreed to use the Precima customer-centric analytics solution to develop multidimensional customer segmentation in support of its marketing, merchandising and operations strategies.

The system, from LoyaltyOne, Toronto, is designed to apply customer data to understanding and classifying customers.

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“Our shoppers will benefit most from this strategic pick as we enrich their shopping experience and focus more on the customer as we make key business decisions,” said Wesley Story, Supervalu’s group vice president, customer insight and loyalty, in a statement. “Precima’s approach to building a customer segmentation strategy grounded in insights that combine behavioral analysis with market data and research will result in innovative programs across all facets of our enterprise that are relevant and more personalized to our customers.”

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