With VISPER 2.0, Coborn’s saw a 32% improvement in migrating shoppers upwards through loyalty tiers.
Birdzi, the supermarket industry’s most comprehensive customer intelligence and engagement ecosystem, is fundamentally altering grocers’ approach to personalization. Today, with the announcement of VISPER 2.0, grocers can create truly personalized promotions with no manual input, customizing every element specifically to each individual shopper. Earlier this year, regional grocer Coborn’s trialed VISPER 2.0 and saw an increase in loyalty.
“VISPER 2.0 ensures higher relevancy and makes it easy for shoppers to find deals that will encourage them to visit the same grocer time and time again”
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Customers expect personalization, but according to McKinsey only 23% of shoppers believe retailers effectively personalize the customer journey. This is because most “personalization” attempts are not actually personal – instead, retailers match customer segments with an existing promotion from a fixed content library.
VISPER 2.0 works differently. Birdzi’s latest solution leverages KIC Scores, a shopper quality index, to create the best promotion for each customer. The promoted products are chosen from across the entire catalog, instead of from a preset list of vendor deals, and paired with the images, text and discount most likely to intrigue the shopper with no manual intervention required.
“VISPER 2.0 ensures higher relevancy and makes it easy for shoppers to find deals that will encourage them to visit the same grocer time and time again,” said Shekar Raman, CEO and co-founder, Birdzi. “Already, we’re seeing fantastic results from our customer base. It’s clear VISPER 2.0 is redefining what it means for grocers to create personal digital experiences.”
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Coborn’s, a long-time Birdzi customer, tested VISPER 2.0 between April 2022 and August 2022. The solution automatically created thousands of customized offers for the store’s shoppers and distributed them via Coborn’s app and website. Coborn’s witnessed improvement in customer loyalty and retention, without investing any employee time into managing the personalization campaigns.
In fact, among shoppers who participated in the VISPER 2.0 campaign, Coborn’s witnessed a 6% improvement in retaining or growing shopper loyalty segments and an almost 32% improvement in migrating shoppers upwards through loyalty tiers.
“After we saw how well our customers responded to this new style of personalization, we were inspired to expand the implementation across all of our locations,” said Diana Barr, director digital and loyalty marketing, Coborn’s. “The solution fits seamlessly into our existing customer touchpoints and the impact on our customer’s lifetime value was quickly clear.”
In addition to driving custom campaigns for grocers themselves, VISPER 2.0 extends the reach of customized offers beyond the typical vendor pool and allows grocers to partner with consumer packaged goods (CPG) brands. Together, they can offer exciting and highly relevant promotions to interested customers. This generates another revenue stream for grocers amid rising prices and demonstrates additional value to CPG partners.