Eagle Eye has launched a new product called Personalised Promotions for retailers and consumer packaged goods brands. The company said the system uses artificial intelligence to generate individual discount offers for shoppers and execute them in real time.
Eagle Eye sells software for loyalty, promotions and omnichannel marketing in retail, travel and hospitality. The company said it already runs personalised offers and manages loyalty wallets at large scale across its client base.
Retail problem
Retailers have invested heavily in loyalty schemes and digital channels that identify individual customers. Many still run promotions through broad discounts or segment-based targeting. That approach can limit relevance for shoppers and increase operational work for marketing teams.
Eagle Eye positioned Personalised Promotions as a response to the gap between personalisation strategies and day-to-day promotional execution. The company said the new product shifts retailers away from manually configured segments and towards automation at the level of the individual customer.
The Boston Consulting Group has estimated that large retailers can generate more than USD $100 million in topline impact from scaling the execution of personalised offers. Eagle Eye cited that estimate in explaining the commercial case for investment in automated promotion tools.
How it works
Eagle Eye said Personalised Promotions automatically creates and allocates discount offers for each shopper. The company said it can run this process for millions of shoppers.
The product uses AI and machine learning models that run on Google Vertex AI, according to Eagle Eye. The company said the models handle offer creation, personalisation, allocation and execution. Eagle Eye said retailers can set objectives and budgets. It also said the system aligns offers with customer preferences and retailer parameters.
"Retailers have long struggled to connect meaningful personalisation with real-time execution at scale," says Cedric Chereau, Vice President EMEA and Managing Director EAI at Eagle Eye. "With Personalized Promotions, we're giving them the ability to deliver truly individual offers with the speed, control and budget discipline required for modern retail. It's the next evolution of our AI Personalisation Science, and it unlocks enormous commercial and customer value."
Operational aims
Eagle Eye said the product targets several operational outcomes. It said retailers can increase return per promotional spend. It also said retailers can reduce operational workload tied to manual campaign set-up. Eagle Eye said retailers can use the offers for customer recruitment, reactivation and engagement.
The company framed the product as part of a wider move in the industry from scheduled, campaign-based promotions towards ongoing, adaptive offer management. That shift has gathered pace as more transactions move through channels that can identify customers and capture real-time behaviour.
Supplier reporting
Eagle Eye said Personalised Promotions also addresses retailer relationships with supplier brands, including CPG companies. Trade promotion remains a major source of funding for discounts in grocery and convenience. Brands often ask for clearer measurement of who received an offer and what it changed in sales.
The company said the system provides reporting on audience, performance and incremental sales. Eagle Eye contrasted this with platforms that rely on predefined segments and "best-fit" pools. It said its system provides attribution at the individual level.
Eagle Eye said this creates a clearer basis for supplier funding and for measuring promotional outcomes. It also said retailers can use the reporting to strengthen collaboration with brands on future promotional planning.
Product suite
Eagle Eye said Personalised Promotions sits within a set of products it calls AI Personalisation Science. The company said the broader suite includes Personalised Challenges and Smart Rewards.
Personalised Challenges uses gamification mechanics within loyalty programmes, according to the company. Eagle Eye said the product has generated 7:1 ROI for Tesco, Morrisons and Carrefour. Smart Rewards runs loyalty incentives and customer engagement in real time, the company said.
Eagle Eye counts retailers such as Tesco, Asda, Morrisons, Carrefour, E.Leclerc, Loblaws, Southeastern Grocers, Giant Eagle and JD Sports among its customers, according to the company. It also listed the Woolworths Group. Eagle Eye said that each week more than 1 billion personalised offers run through its platform and that it manages more than 700 million loyalty member wallets worldwide.
Eagle Eye said retailers can deploy the new offers across channels. It said the product includes guardrails and business objectives set by the retailer, while keeping central control of promotional strategy. The company said it expects retailers and CPG brands to use the product for more frequent, individually tailored promotions over time.