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Retailer marketing and merchandising teams must renew their focus on meeting the needs and desires of customers or risk losing market share. A presentation this week at the 2017 National Retail Federation Big Show in New York sponsored by Precima, shows retailers how to invest in the products, promotions and services that matter most to customers.

Titled Delivering on the Promise of Customer-Centricity and Personalization, the session is presented by Graeme McVie, Vice President & General Manager at Precima; Nikki Baird, Managing Partner at RSR, and Chuck Sample, Vice President, Insights and Analytics, at US Foods. McVie and Baird will report on trends impacting pricing and personalization while Sample will reveal how US Foods successfully realized the promise of personalization across pricing and merchandising.

“Several leading retailers are doubling down on loyalty programs, personalization and other customer-centric tactics that provide a unique experience for the shopper. These companies are analyzing the data collected from shopper behavior to capture a greater share of wallet,” McVie explains. 

A case study will be presented by Sample, demonstrating how US Foods effectively implemented a customer-centric approach across departments and included assortment, pricing, customer marketing and supplier collaboration to win in the marketplace.

US Foods “puts the customer at the center of everything we do,” says Sample.  “We’ve branded our customer-centricity strategy ‘CookBook’.  CookBook powers customer-centric, actionable insights through predictive analytics. These insights allow us to deepen customer relationships.”  CookBook continues to expand as US Foods develops their customer-centricity journey and when fully deployed, US Foods believes it will create more value across all stages of the customer lifecycle.

McVie, Baird and Sample will share their views on keys to success for customer-centricity, which include executive commitment, a customer-centricity roadmap with the appropriate change management and a data and analytical platform to drive an integrated and on-going approach. The benefits to retailers are substantial with leading companies that fully embrace customer-centricity seeing ROIs of 5-8 times by satisfying the needs of shoppers better than the competition.

The Exhibitor Insights Session will be held in Hall A, Room 1A 06, Level 1 Monday, January 16 at 11:30 am.

Note to editors: The presentation from the session is available.

About US Foods

US Foods, Inc. is a large foodservice distributor serving chefs and foodservice operators across the country. Its customers include independent and multi-unit restaurants, healthcare and hospitality entities, government and educational institutions. The company employs approximately 25,000 people in 61 locations nationwide. US Foods is headquartered in Rosemont, Ill.

About RSR

RSR Research provides market intelligence on retailers’ adoption of technology and the evolution of their business processes. RSR provides both technology vendors and retailers with advisory services, benchmark research, and objective coverage on the state of the industry. All of our research is free to the community, as well as our weekly retail news analysis newsletter, Retail Paradox Weekly.

About Precima

Precima is a global retail strategy and analytics company that provides tailored, data-driven solutions to drive sales, boost profitability, and build customer loyalty. Leveraging deep analytics expertise, Precima helps organizations improve their competitive position across all facets of planning and operations from pricing optimization, promotional planning, assortment optimization, targeted marketing, and supplier collaboration. Precima's head office is located in Toronto, Canada, with global offices in Den Bosch, The Netherlands, Chicago, USA, and London, UK. In 2016, the company was named among the Top 10 Analytics Solution Providers by Retail CIO Outlook. www.precima.com.


Food Logistics, the only publication exclusively dedicated to covering the movement of product through the global food supply chain, has named Precima to its 2016 FL100+ Top Software and Technology Providers list. The FL100+ Top Software and Technology Providers list serves as a resource guide of software and technology providers whose products and services are critical for companies in the global food and beverage supply chain.

“The software and technology sector continues to generate new and exciting opportunities for growers, food manufacturers, grocery retailers and the many logistics providers that support them,” notes Lara L. Sowinski, editorial director at Food Logistics. “Today’s cloud-based solutions and mobile connectivity are helping create tools that are more flexible, affordable and responsive, making software and technology even more valuable to those in the global food supply chain.”

Companies on this year’s 2016 FL100+ Top Software and Technology Providers list will be profiled in the November/December 2016 issue of Food Logistics, as well as online at www.foodlogistics.com.

“The Precima team is honored to be included on the Food Logistics list of industry leading technology providers. We are committed to helping retailers, distributors and manufacturers improve the way their products are marketed and merchandised so this award verifies that our efforts are working for our customers’ benefit,” said Brian Ross, President of Precima.

Precima offers a suite of dynamic solutions that includes Assortment Optimization, Price Optimization, Promotion Optimization, Targeted Marketing and Supplier Collaboration. The company’s team of experts help retailers analyze their shopper data to find better ways to build loyalty, increase sales and boost profits. 

About Food Logistics Food Logistics is published by AC Business Media, a business-to-business media company that provides targeted content and comprehensive, integrated advertising and promotion opportunities for some of the world’s most recognized B2B brands. Its diverse portfolio serves the construction, logistics, supply chain and other industries with print, digital and custom products, events and social media.

About Precima Precima is a global retail strategy and analytics company that provides tailored, data-driven solutions that drive sales, boost profitability and build customer loyalty. Leveraging our deep analytics expertise, Precima helps organizations improve their competitive position across all facets of planning and operations from assortment optimization, price optimization, promotional optimization, targeted marketing, and supplier collaboration. Precima’s credentials include solutions for Fortune 1000 brands and grocery retailers, including global market leaders. Together with LoyaltyOne, LoyaltyOne Consulting, BrandLoyalty, AIR MILES, and IceMobile, Precima is a part of Alliance Data, a Fortune 500 Company and the global leader in data-driven loyalty solutions. In 2016, the company was named among the Top 10 Analytics Solution Providers by Retail CIO Outlook. Precima's head office is located in Toronto, Canada, with global offices in Den Bosch, The Netherlands, Chicago, USA, and London, UK. www.precima.com


Near-term success for food companies will require laser-focused attention to the needs and desires of customers, not only in the marketing department, but also in the merchandising department. A presentation today at the 2016 Food Marketing Institute Connect Conference in Chicago sponsored by Precima, reveals that supermarket operators need to invest in the products, promotions and services that matter most to customers or they risk losing market share.

Titled Delivering on The Promise of Customer-Centricity: A Case Study of Success, the session is presented by Graeme McVie, Vice President & General Manager of Business Development at Precima, and Chuck Sample, Vice President, Insights and Analytics, at US Foods. McVie reports how several leading retailers around the world have committed to customer-centricity as a more effective way to compete for customer loyalty and are seeing substantial benefits as a result.

“Walmart with Savings Catcher, Kroger, Target and Safeway with their loyalty programs and mobile apps, and, most recently, Whole Foods with their Rewards program have all listened to their customers and created a unique experience that really engages the shopper. They are constantly gaining insight into the consumer’s behavior to capture more of their grocery spend,” McVie explains.

A case study will be presented by Mr. Sample, demonstrating how US Foods successfully implemented a customer-centric approach across departments and included assortment, pricing, customer marketing and supplier collaboration to win in the marketplace.

US Foods “puts the customer at the center of everything we do,” said Sample. “We’ve branded our customer-centricity strategy ‘CookBook’. CookBook powers customer-centric, actionable insights through predictive analytics. These insights allow us to deepen customer relationships.” CookBook continues to expand as US Foods develops their customer-centricity journey and when fully deployed, US Foods believes CookBook will create more value across all stages of the customer lifecycle.

To truly deliver on the promise of customer-centricity grocers need to pursue a series of integrated, customer-centric strategies and tactics, including:

  • Strategy: Understand where the greatest customer-driven opportunities to grow the business are and allocate resources to pursue those growth opportunities.
  • Customer marketing: Create programs that capture the imagination of the shopper and generate passion for the store’s brand.
  • Pricing: Develop shelf prices that reflect the prices customers want to pay in exchange for the value of the product; integrate with customer marketing to deliver personalized pricing to individuals
  • Trade Promotions: Design and deploy promotions that deliver against category and customer objectives
  • Assortment decisions: Identify items that have high transferable demand and low value to loyal shoppers that can be safely removed from the shelf
  • Customer service: Recognize the needs of customers shopping in each store to tailor service levels to those specific customers

The keys to success with customer-centricity include executive commitment, a customer-centricity roadmap with the appropriate change management and a data and analytical platform to drive an integrated and on-going approach. The benefits to grocers are substantial with leading grocers, who fully embrace customer-centricity, capable of delivering ROIs of 5-8 times their customer-centricity investments while competing effectively by satisfying the needs of shoppers better than the competition.

Note to editors: The presentation from the session is available to those interested.

About US Foods

US Foods, Inc. is a large foodservice distributor serving chefs and foodservice operators across the country. Its customers include independent and multi-unit restaurants, healthcare and hospitality entities, government and educational institutions. The company employs approximately 25,000 people in 61 locations nationwide. US Foods is headquartered in Rosemont, Ill.

About Precima

Precima is a global retail strategy and analytics company that provides tailored, data-driven solutions that drive sales, boost profitability and build customer loyalty. Leveraging our deep analytics expertise, Precima helps organizations improve their competitive position across all facets of planning and operations from assortment optimization, price optimization, promotional optimization, targeted marketing, and supplier collaboration. Precima’s credentials include solutions for Fortune 1000 brands and grocery retailers, including global market leaders. Together with LoyaltyOne, LoyaltyOne Consulting, BrandLoyalty, AIR MILES, and IceMobile, Precima is a part of Alliance Data, a Fortune 500 Company and the global leader in data-driven loyalty solutions. In 2016, the company was named among the Top 10 Analytics Solution Providers by Retail CIO Outlook. Precima's head office is located in Toronto, Canada, with global offices in Den Bosch, The Netherlands, Chicago, USA, and London, UK. www.precima.com

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