Hy-Vee looks to monetize customer receipts

Hy-Vee sees more potential dollars coming its way after customer purchases using flexEngage’s receipt and transactional communication platform.

The technology will enable the Midwestern grocer to offer personalized CPG advertising and marketing messages on paper and digital receipts, according to Orlando, Fla.-based flexEngage. In tandem with Hy-Vee content providers Catalina, Citrus Ad and Quotient, flexEngage will place targeted marketing content and manufacturer offers to shoppers on Hy-Vee in-store receipts and e-commerce notifications, allowing the retailer to generate incremental revenue from receipt space. 

“We are excited to partner with flexEngage because of their flexibility and robust receipt marketing platform,” Joe Hammond, group vice president of marketing at Hy-Vee, said in a statement. “We believe they provide our company with a valuable tool that will help our retail media team create new revenue streams, all while providing consumer savings and a better shopping experience.”

FlexEngage reported that Hy-Vee’s adoption of its platform stems from an earlier deployment of point-of-sale technology from GK Software. In mid-2018, Raleigh, N.C.-based GK announced Hy-Vee’s plan to deploy its POS solutions suite to support customer transactions across multiple touch points, including traditional POS, self-checkout, mobile checkout, digital payments, click-and-collect e-commerce and others.

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Following that implementation, Hy-Vee aimed to complement its expanded POS capabilities with a solution that would spur customer engagement post-purchase and create new revenue streams by monetizing transactional communications, flexEngage explained. After an extensive search, Hy-Vee selected flexEngage for its advanced digital receipt and e-commerce notification capabilities, as well as for the platform’s turnkey integration with the grocer’s content providers, the tech provider said. 

“We are beyond thrilled that Hy-Vee has chosen to work with our company. For over 10 years, flexEngage has provided proven post-purchase engagement solutions to specialty retailers,” commented Tomas Diaz, CEO of flexEngage. “Hy-Vee’s selection demonstrates how innovative grocery retailers can also take advantage of our platform to launch new solutions that improve customer engagements while also creating new monetization channels.” 

Overall, West Des Moines, Iowa-based Hy-Vee generates annual sales of about $11 billion and operates more than 280 stores in Iowa, Illinois, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin.

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