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Hy-Vee looks to monetize customer receipts

Grocer enlists flexEngage platform to place advertising, marketing messages

Russell Redman

September 21, 2021

2 Min Read
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With Hy-Vee content providers Catalina, Citrus Ad and Quotient, flexEngage will put targeted marketing content and manufacturer offers to shoppers on Hy-Vee in-store and digital receipts.Hy-Vee

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.

Related:Hy-Vee digital media network gets under way

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.

Related:Walmart, Meredith look to make food media content ‘shoppable’

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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