COVER STORY | RETAILER OF THE YEAR
understand what their customers want and need in their store,” the Wakefern spokesperson said. “That insight helps shape the design, amenities, and offerings in each store and is a key differentiator for our business.” Recent store openings by Wakefern members Sunrise ShopRite, Zallie Family Markets, and Saker ShopRites showcase that approach. “These beautiful new ShopRite stores include unique and convenience-driven amenities such as community rooms, cafés, enhanced catering and expanded grab- and-go meal options, that strengthen both the in-store and online shopping experi- ence,” the spokesperson said. In addition, several members have invested in sustainability initiatives such as solar installations and electric vehicle charging stations, helping improve opera- tional efficiencies while meeting customer expectations around sustainability and service. As Casey put it, the strength of Wake- fern springs from the collective expertise and innovation of its individual operators. “These operators have been doing gro- ceries for their entire lives,” he said. “They know what they are doing, and their expertise shows in every store that they open or operate.”
Each new Wakefern store opening represents a commitment to the community and to retail excellence, with meticulously designed departments that demonstrates the quality and care that define the cooperative’s approach.
Hy-Vee embraces a comprehensive approach to data-driven personalization The Midwestern retailer leverages advanced analytics and customer insights to deliver tailored experiences across digital platforms, in-store touchpoints and personalized marketing campaigns
BY MARK HAMSTRA
HY-VEE HAS ASSEMBLED one of the most thoroughly integrated personalization and loyalty programs in the grocery indus- try, positioning the company on the leading edge of data analytics and marketing. “Our loyalty strategy has evolved from ‘broadcast’ to ‘relevance,’” said Jennifer Lambert, senior VP and chief digital officer at Hy-Vee. “Every message is personalized to the individual customer and to the prod- ucts they love. A one-size-fits-all approach
no longer works in today’s landscape.” The company’s advanced personaliza- tion efforts have earned Hy-Vee the 2026 Loyalty and Personalization Award from Supermarket News . Hy-Vee continues to evolve data analytics across its marketing and com- munications ecosystem. For example, the retailer recently began testing Bonus PERKS, a new benefit that is a part of its PERKS membership program. PERKS
members receive 20 offers each month, based on their purchase history, and can choose to activate up to 10 of those offers. As customers shop throughout the month, the purchase of those items then adds up to earned cash back that can be spent at Hy-Vee the following month. “The activation step in this process mat- ters more than it appears because asking a customer to choose converts a coupon into a commitment — and tells us what they
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