How SuperValu improved customer engagement and increased online email revenue by 67% with Circulator


Data Integration, Strategic planning, Production process, Onboarding, Customisation
/ Customer Retention & Onboarding Manager

SuperValu is part of the Musgrave Group, Ireland’s largest grocery and food distributor. Originally founded in 1968, SuperValu has grown to become the largest supermarket chain in the Republic of Ireland with 223 independently owned stores.


The challenge

SuperValu set several targets for this project: their goals were to increase email engagement rates by 5% and streamline online voucher distribution, driving more customers to its online channel. They wanted to offer an improved customer experience that would lead to increased spending.

At the same time, they wanted to increase the efficiency in how they created digital communications campaigns. Their goal was to reduce costs and free up internal resources. They also needed to ensure they were correctly managing and protecting customer data whilst doing so.

How we did it

In-depth system and data analysis to design a solution
Customer journey mapping and onboarding automation
Multi-system integrations to consolidate customer data
Review and redesign of production processes
Personalised content based on spend thresholds
Reviews and face-to-face workshops to meet KPIs

Aisling Toms, Retention & Onboarding Manager, SuperValu

"Circulator’s platform allows us to personalise communications based on consumer spend thresholds and behaviour which helps drive conversions and increase relevancy giving the customer a better experience.”


Automated on-boarding nurtures the customer, which has led to increased engagement rates. SuperValu customers can use the optimised preference centre to decide what emails they want to receive, and this has led to a decrease in opt-out rates. By using personalised emails, SuperValu is able to capture customers who become at risk of lapsing, much earlier than before. The re-designed production process has shortened turnaround times for email distribution.

SuperValu also manages its data more efficiently thanks to the customised two-way data integration with third-party suppliers. Circulator is regularly audited as part of its ISO27001 Certification, allowing SuperValu to have confidence in our security and compliance capabilities.


Growth in online email revenue generated by Circulator


Reduction in internal resources for digital communications


Increase in open rates for automated emails


Increase in click through rates resulting in higher website traffic

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