Waitrose is beefing up its data-driven marketing strategy by handing a five-year deal to tech company Eagle Eye to deliver real-time digital promotions.
The appointment expands Eagle Eye’s relationship with the John Lewis Partnership, signed in May 2017, and means the company will now work across both retailers.
Waitrose will be implementing Eagle Eye’s AIR platform, which enables users to create and manage loyalty programmes and digital promotions, while tracking redemption in real-time.
Eagle Eye uses location-based technologies and data management techniques to help retailers target customers with offers or vouchers at optimum times.
Founded in 2003 with backing from former Tesco group chief executive Sir Terry Leahy, Eagle Eye is headed up by Leahy’s former right hand man Tim Mason and already works with a raft of top retailers, including Asda, Sainsbury’s, Marks & Spencer, Greggs, Mitchells & Butlers and Pizza Express.
Mason said the Waitrose deal follows on from the work the company has done with the MyJohnLewis loyalty scheme, and added that the implementation of AIR aims to “drive value through personalised promotions and rewards”.
It is not known how the move with affect Waitrose’s agreement with Ecrebo, which already delivers targeted customer engagement through its ‘Message at Till’ solution across the grocery retailer’s 350-store estate.
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