Giant Eagle x Eagle Eye Case Study

The Challenge

Giant Eagle, one of the United States’ leading food and pharmacy retailers, launched its much-loved fuelperks loyalty program in 2003. Initially offering a straightforward cents-per-gallon discount on gasoline for a certain threshold of grocery purchases and eventually evolving to include in-store savings, the program was widely recognized, wildly popular, and highly successful.

As Giant Eagle expanded the offer variability and evolved the rewards framework, the retailer recognized the opportunity to streamline operations while expanding the value it provides to customers.

Giant Eagle needed a solution to help make its offer/rewards management more flexible and scalable. The retailer wanted a solution that would provide customers with access to a compelling value proposition while expanding its ability to personalize offers and program interactions and evolve to meet ever-changing customer demands.

The Solution

Giant Eagle selected Eagle Eye to power the relaunch of its loyalty program as MyPerks, replacing its internal points management system with a modern, cloud-based solution. Eagle Eye's AIR platform was chosen to provide the advanced loyalty and enterprise-wide capabilities needed to drive Giant Eagle’s personalization and rewards strategy.

Within just nine months, Giant Eagle successfully migrated its loyalty program to the Eagle Eye AIR platform which uses many Google Cloud tools, including Compute Engine, Cloud Run and Kubernetes Engine to power our transaction engine, BigQuery to store the vast amount of reporting and analytics data, and Looker for visualizing and reporting on that data. The new system allows Giant Eagle to have greater control and flexibility over the types of promotions and campaigns it can create and deploy, enabling a more agile and targeted approach to customer engagement while also unlocking new promotion types.

Utilizing the AIR platform also allowed Giant Eagle to leverage the Eagle Eye Wallet, which creates an operational single-customer view by tracking all customer interactions across all touchpoints. This insight enables the retailer to understand its customers better and deliver more personalized marketing based on individual customer activity and preferences, increasing the program's overall efficiency and customer satisfaction.

Leveraging Eagle Eye’s solutions, the myPerks loyalty program transitioned from a traditional batch process for points and rewards accrual to real-time cloud adjudication with POS integration. Notably, for Giant Eagle, which encountered limitations with its in-house loyalty solution, powering its myPerks loyalty program with Eagle Eye AIR helped future-proof the program. The rewards framework - including membership tiers and earning rules - can evolve to meet changing customer demand and be optimized for maximum return. The program can scale as Giant Eagle grows, accommodating as many new members as the retailer can attract and retain with new and improved benefit capabilities.

Working with Eagle Eye allows Giant Eagle to access new functionality, including personalized pricing, gamification, new supplier partnerships, and contextualized and behavior-based offers. Partnering with Eagle Eye to implement these capabilities and power the core aspects of the myPerks loyalty program have proven to be more efficient, less labor intensive and more cost-effective than in-house development.

Additionally, this partnership benefits Giant Eagle from Eagle Eye’s deep industry expertise and guidance, helping the retailer progress on its personalization journey.  The Giant Eagle myPerks program is continuously ranked as one of the top retail loyalty platforms in the country and has been recognized for its flexibility, its unique approach to allowing points redemption for groceries and gas, and its multi-tier status system.