Lunds & Byerlys launches personalized e-commerce

Minnesota-based Lunds & Byerlys has launched a new e-commerce platform and customer engagement program that provides a higher degree of personalization and streamlines order management.

Shoppers can now better organize lists and browse the entire product catalog using new filters that can sort products by sale items, organic, gluten free, all natural, responsibly sourced and more. There's also a featured slot for new products within each category. Products can be listed based on popularity, personal relevance, date of last purchase and pricing.

The platform was developed with Unata, which connects the online experience to the shopper's chosen store by tapping into customer loyalty information so that buying patterns can be understood throughout the shopping journey, according to a company spokesperson. As a result, offers, Web search, e-circulars and other communications can be tailored to a shopper's preferences, whether understood through behavior in store or online. These preferences also fuel recommended items and other suggestions pushed to the shopper while making online selections.
Lunds & Byerlys operates 27 locations in the Minneapolis/St. Paul area, and each family-owned store tailors assortment and services for its trading area. The new e-commerce platform is available to shoppers who choose the pick-up option at six stores following a test period. Four additional stores will go live at the end of March, according to Unata.

The plan is to add the new online experience for drive-thru pickup and home delivery for all Lunds & Byerly stores, according to a spokesman for the retailer.

"We have been incredibly pleased with the process and partnership with Unata," said Kevin Baartman, VP, information services at Lund Food Holdings. "We strive to provide a unique shopping experience for every single Lunds & Byerlys customer, and we are confident the new, comprehensive e-commerce platform will help us provide that experience. We're looking forward to getting the remainder of the stores live soon."

Retailers, especially grocers, are trying to provide more personalized shopping experiences by connecting physical stores and digital properties to better meet shopper expectations. Roughly 88 percent of consumers said that more personalized content would increase their likelihood to shop at a retailer, and 87 percent said personalization would increase their loyalty to that brand, according to a recent survey by Swirl Networks.

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