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Southeastern Grocers to launch digital media hub

Platform expected to make shoppers ads and messages more relevant

Southeastern Grocers has adopted a digital platform to help it better engage shoppers and deliver more personalized savings.

The Jacksonville, Fla.-based retailer — parent of Winn-Dixie, Bi-Lo, Harvey’s and Fresco y Más supermarkets — has teamed up with digital promotions, media and analytics specialist Quotient Technology Inc. to implement the SEG Media Hub, designed to funnel more relevant digital ad messages and offers to customers.

Through the SEG Media Hub, consumer packaged goods brands can shape ad campaigns to target customers across all of Southeastern Grocers’ digital properties, Quotient said. CPGs also can engage the retailer’s shoppers via Quotient’s and third-party web properties, including major digital publishers and social media channels.

Mountain View, Calif.-based Quotient currently powers Southeastern Grocers’ digital savings program through its Retailer iQ solution. Connecting to the grocer’s point-of-sale systems, the platform leverages real-time purchasing data and online behavior data to deliver personalized digital coupons to shoppers, mainly via their smartphones.

“It’s a priority for us to improve our digital shopper engagement tools with SEG Media Hub at the center of it,” said Mario Mijares, senior vice president of digital marketing and loyalty at Southeastern Grocers. “Quotient powers many of our digital initiatives and is a key partner for our digital coupons. With the new SEG Media Hub, we’re taking our learnings about our shoppers and engaging them with relevant ad messages that drive them into stores.”

Quotient noted that, via the hub, it works with Southeastern Grocers and CPG brands or their agencies to craft advertising and promotional campaigns, create and execute the media, and gauge the impact on sales. CPG brand-equity ads and experiences are delivered across Southeastern Grocers’ mobile, social and web channels, with a call-to-action — such as a digital coupon or an in-store special—  integrated into the ads. Advanced analytics to assess the ads’ performance by linking views to a customer purchases.

“We’re excited to expand our relationship with Southeastern Grocers to become its exclusive digital media partner,” said Jason Young, senior vice president and general manager of media at Quotient. “We believe that SEG Media Hub is a large opportunity for CPGs to influence shoppers by giving them offers and content they want to see and more effectively measure digital ad spend.”

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