Giant Eagle Pilots NCR Copient Interactive Direct Marketing Solution

Called the Personal Shopping System, the innovative program allows Giant Eagle to more efficiently execute in-store customer-specific marketing strategies. The NCR Copient solution, which Giant Eagle is piloting in six stores in Pittsburgh and Erie, Pa., gives Giant Eagle the opportunity to strengthen one-to-one relationships with valued customers by presenting personalized offers based on purchase history from the Giant Eagle Advantage Card loyalty program. In addition to receiving product discounts and rewards, customers may enter sweepstakes, join clubs based on interest, provide immediate feedback, track savings and more by scanning a Giant Eagle Advantage Card. The NCR Copient solution allows retailers to utilize a Web-based tool to create highly customized and product-specific promotions to address the unique preferences of each individual customer. The Personal Shopping System terminals are located at the checkout lanes as well as near the entrances of each of the six western Pennsylvania-area Giant Eagle supermarkets involved in the pilot program. Shoppers who use their loyalty program cards will see an interactive screen that displays customized messages and unique offers that can be printed at the terminal. The NCR Copient solution is designed to complement traditional circular advertising and direct mailing. Unlike direct mail, however, the incremental costs associated with building, producing or distributing a promotion are comparatively nominal.