© 2014 Inmar, Inc.

• Name of Presenter Goes Here Executive Vice President and Chief Marketing Officer, Inmar and President, Inmar Analytics

Linh Peters Vice President, Marketing, SpartanNash

Taking Loyalty to the Next Level Through Digital Engagement

John Ross

Inmar & SpartanNash

© 2014 Inmar, Inc.

Changing shopper sentiment: From effort to entitlement

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Source: 2013 Inmar Shopper Study

“If I put in the

effort, I can

get deals on

the brands I

buy.”

“If I shop a

store a lot, I

shouldn’t

have to work

for deals I

deserve.”

© 2014 Inmar, Inc.

email

65% “I regularly look for online coupons for use in store.”

65% “I want stores to email me with information and offers for products that I normally buy.”

46% “I compare online content with offers in the newspaper”

Source: 2013 Inmar Shopper Study

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Why now? Shoppers want the convenience of digital promotions and the personalized content it can deliver.

© 2014 Inmar, Inc.

Effective targeting delivers more relevant and measurable programs

10

1:1 communication via digital channels

Targeted messages based on purchase history

Targeted messages based on location (in aisle, entering store)

The ability to market to shoppers, not just consumers

Real-time promotions

Measureable and accountable

© 2014 Inmar, Inc.

Direct to card users are attractive to both brands and retailers

Reaching those Historically Un-Responsive to Promotions

Source: *Advance Analytics NC State University Study

A digital coupon user’s Life Time Value is 2.75x 2.75x that of a non-digital coupon user

Direct to Card (DTC) users shop

2x 2x as often

spend & 51% 51% more per basket

5

© 2014 Inmar, Inc.

What success looks like: Current Participants

6

of SpartanNash shoppers are enrolled in

Source: Inmar’s Shopper Study for SpartanNash, May 2014

72% 72% digital coupon program

© 2014 Inmar, Inc.

What the future holds • Personalization of communication

• 1:1 offers matched to shopper behavior

• Offer recommendation engine

• Integration of price elasticity, purchase cycle

• Connectivity between digital coupons, weekly ad and shopping list

• Continued expansion of omni-channel initiatives

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