Aimia Powers SuperValu’s Rewards Program
- by Radu Cotarcea
Aimia has announced on October 21 that it has signed a multi-year contract to revamp SuperValu’s Real Rewards Program.
The contract was signed with Musgrave, owner of SuperValu — Ireland’s leading grocery retailer — and will result in the latter’s rewards program being underpinned by the Aimia Loyalty Platform.
Aimia explained it has provided strategic support to SuperValu to help launch Ireland's first partner program by signing up new partners like Bank of Ireland. They will join Electric Ireland, Ireland's number one energy provider, and Getaway Breaks. In addition, Aimia has advised SuperValu on creating Ireland's first-to-market eShops proposition, enabling customers to earn points when they shop at more than 100 online retailers including, eBay, Expedia, Debenhams and Eason through the supervalu.ie website. "This is only the beginning, with Musgrave in discussions with other exciting partners across the key sectors,” added the Aimia press release.
Ray Kelly, Marketing Director at SuperValu, commented: "Our customers have been asking for more ways to earn points and these new partnerships are a fantastic way to achieve this. They can earn when they shop online and every time they use their Bank of Ireland credit cards – wherever they shop. These changes will help us realize our ambition of making SuperValu Real Rewards Ireland's number one loyalty program. Aimia has been instrumental in the relaunch by offering strategic expertise and experience, and by underpinning the revamped program with their latest technology that will allow our shoppers to interact with the new Real Rewards in a simpler, more modern way."
Marc Allsop, Aimia's Senior Vice President and Head of Global Business Development, added: "As shoppers become more discerning than ever, reward schemes must continue to evolve to meet their expectations. Retailers must use their digital capabilities as mobile becomes increasingly central to the shopping experience. Mobile provides a golden opportunity for retailers to provide relevant offers and communications to customers at any time, wherever they are, in a convenient way. Our technology expertise and experience will ensure that SuperValu Real Rewards leads the way in real-time, personalized customer engagement."