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Lowes Foods is proud to claim an industry fist among brands that are vying for customer engagement in the grocery space. Based in North Carolina, Lowes Foods has faced a tremendously competitive industry. Up until now, the regionally owned and hyper locally focused brand has engaged the surrounding communities with a fun and vibrant atmosphere that caters to and supports local farmers, distributors, and manufacturers.
But now it has added a new digital tactic to its arsenal, and it is one that promises to offer the next generation of promotional discounts.
The new initiative comes via the new eCirculr 2.0 that merges the best of both the print and digital worlds. Through a partnership with Unata, which provides award-winning and one-to-one omni-channel solutions for grocery retailers, the eCirculr will further differentiate Lowes as an innovative brand.
The new eCircular will personalize the customer experience by relying on past purchase histories and by incorporating adjustable tile sizes and custom imagery, while also maintaining all the characteristics of traditional print circulars.
Only the most relevant deals will be displayed for each shopper. Furthermore, eCircular 2.0 will also track conversions from online views to in-store purchases. This is significant, as, for the first time, it will allow for true measurement of online circulars.
“The new eCircular from Unata has provided us a way to preserve the character and design of our print circular, reflect all available promotions and offers, and extend our new 1-to-1 capabilities within our online weekly ad,” said Klaus Werner, Lowes Foods Senior Director of eCommerce. “We’re proud to be able to provide our guests with a personalized, engaging and easy way to save more when they shop with us.”
eCircular 2.0 marks a tremendous improvement over past online circulars that were forces to either use a hotspotted and PDF version of the print circular, which could not be customized or work on mobile phones.
“To date, retailers have been quite cautious when it comes to updating their print circular to online, there’s just too much at risk,” said Bill Bishop, Chief Architect for Brick Meets Click. “Unata’s eCircular 2.0 offers an easy way to make the leap to a fully integrated, personalized omni-channel version of the eCircular that mirrors those aspects of print that both retailers and shoppers don’t want to lose. It’s truly an industry first, and I’m not surprised that Lowes Foods will be the first retailer to reap the rewards of this shopper-centric eCircular experience.”
“We’re thrilled to have created an in order to provide the benefits of both worlds in one simple and intuitive solution,” said Matt Paterson, VP of Product at Unata. “This is one step in a larger, long-term plan for Unata to ensure our partners get the most out of their digital customer experience.”
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