Our website uses cookies

Cookies enable us to provide the best experience possible and help us understand how visitors use our website. By browsing Essential Retail Magazine, you agree to our use of cookies.

Okay, I understand Learn more

Waitrose signs up for Eagle Eye's digital marketing platform

UK grocer Waitrose – recently rebranded as Waitrose & Partners – has signed a five-year deal with technology company Eagle Eye, aimed at improving the retailer's digital marketing proposition.

The software-as-a-service technology company allows businesses to create a real-time connection with their customers through digital promotion and loyalty services, and already works with the likes of Sainsbury’s in the UK and Loblaw in Canada.

Waitrose will be implementing Eagle Eye's AIR platform, which enables users to create and manage loyalty programmes and digital promotions, while tracking redemption in real time. Eagle Eye uses various location-based technologies and data management techniques to help retailers target customers with offers or vouchers at optimum times.

Working with Waitrose extends Eagle Eye's existing relationship with the John Lewis Partnership, which began in May 2017 via a tie-up with the department store arm of the group.

Tim Mason, CEO of Eagle Eye and former Tesco executive, said the Waitrose deal follows on from the work the company has done with the myJL loyalty scheme for John Lewis. 

He added that the implementation of AIR aims to “drive value through personalised promotions and rewards".

Eagle Eye’s work with Loblaw sees it power the PC Optimum scheme, which is one of the largest loyalty programmes in Canada. The partnership with Loblaw, which was announced in 2016 but was firmly implemented early in 2018, represents the first significant international deal made by the UK-based, AIM-listed company.

What’s Hot on Essential Retail?