US-based supermarket chain Southeastern Grocers (SEG) has signed an agreement with analytics solutions provider IRI to improve customer engagement and expand its user base.

Under the agreement, SEG will be offered market measurement services, which is expected to provide the company and its suppliers a unified view of business performance compared to their competitors.

The IRI Liquid Data technology platform includes IRI’s Unify visualisation techniques, which integrates product movement and casual data to improve collaboration between SEG and its suppliers.

“Our alliance will allow Southeastern Grocers to experience unparalleled growth and enable its suppliers to drive maximum value to their consumers.”

The platform will also comprise SEG’s loyalty card integrated with supply chain data, leveraging real-time analytics to drive consumer-centric marketing campaigns.

SEG president and CEO Anthony Hucker said: “We are eager to align our core business processes around IRI’s technology and leverage the real-time data and insights to better connect with our customers, collaborate with our suppliers and increase sales.”

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Using the solution, SEG will integrate and report transaction, loyalty card, promotional and other data sources through a common platform across its retail formats.

A web-based SEG Collaborative Gateway platform will enable the retailer and its suppliers to access insights for collaborative business planning.

IRI president and CEO Andrew Appel said: “Our alliance will allow Southeastern Grocers to experience unparalleled growth and enable its suppliers to drive maximum value to their consumers.”

According to the agreement, IRI will support suppliers’ data and insight analyses, besides SEG’s use of advanced price and promotion analytics for improved marketing and merchandising activities.

Southeastern Grocers operates Winn-Dixie, BI-LO, Harveys and Fresco y Más grocery stores.