MARSH TO ENHANCE SHOPPER CARD DATA
INDIANAPOLIS — Marsh Supermarkets, which operates 102 stores, announced that it has partnered with analytic services firm Spire, Monroe, Conn., to enhance its ability to leverage shopper card data and generate actionable insights across the chain. The partnership aims to “incorporate not only the rich buying behavior from our loyalty card, but also attitudinal data that describes how our households engage with us,” said Mark Heckman, vice president of marketing for Marsh. “This gives Marsh a complete picture of our consumers in a way we have never had before.” As a result, he said he expects the chain to “make better decisions on how we market to our customers in a significantly more relevant way,” adding that “the next step in our use of the customer engagement segments is to begin leveraging them with our category managers and our vendor partners.”