Aimia Inc., the data-driven marketing and loyalty analytics company, has signed a multi-year contract with Musgrave, owner of SuperValu, to revamp its Real Rewards Program, underpinned by the Aimia Loyalty Platform.

Aimia has provided strategic support to SuperValu to help launch their partner program by signing up new partners like Bank of Ireland. They will join Electric Ireland and Getaway Breaks. In addition, Aimia has advised SuperValu on creating its eShops proposition, enabling customers to earn points when they shop at more than 100 online retailers including, eBay, Expedia, Debenhams and Eason through the website.

“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,” said Ray Kelly, Marketing Director, SuperValu. “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.”

The platform allows customers to check balances in real-time, receive personalized offers and rewards from SuperValu and its partners, and allows redemption across multiple channels such as web and mobile.

“As shoppers become more discerning than ever, reward schemes must continue to evolve to meet their expectations,” said Marc Allsop, Aimia’s Senior Vice President and Head of Global Business Development. “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.”

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