ISELIN, NJ - Tops Friendly Markets, a retail banner under the Northeast Grocery (NGI) operation, is tackling growth from several angles. We recently reported on the retailer’s latest acquisition play, and now the company is back with news of a strategic partnership. Tops has tapped customer intelligence and engagement ecosystem Birdzi to enhance customer connection across its 148-store footprint.

“While searching for the right partner, Birdzi presented Tops with the best combination to both replace existing functionality and deepen customer personalization efforts,” said Diane Colgan, Senior Vice President of Marketing at Northeast Shared Services (NSS), NGI’s shared services group. “We’re excited to work with the Birdzi team to provide our loyal shoppers with an even better experience, complete with increased relevancy and savings on their most important products.”

According to a press release, NSS selected Birdzi due to its unique breadth of capabilities and modern approach to customer intelligence and engagement.

Once the solution is fully implemented across its stores in New York, Pennsylvania, and Vermont, shoppers will benefit from individualized emails and unique promotional offers, made possible by Birdzi’s bold approach to AI-driven personalization.

“Birdzi’s modern platform and reporting suite places advanced customer analytics at our fingertips,” added Sean Weiss, Vice President of Business Analytics and Loyalty Marketing at NSS. “It allows us to truly connect with Tops BonusPlus members through personalization at scale. We look forward to our burgeoning partnership with the Birdzi team and the opportunities for future enhancements.”

Through the implementation of Birdzi’s customer intelligence and engagement platform, Tops will be able to leverage its entire store catalog and customer insights to generate unique offers and discounts to be delivered through personalized communications to the regional grocer’s shoppers.

“Birdzi believes customers are at the heart of the grocery business, and we have tremendous respect for the way Tops has immersed itself into the local community and established a loyal following,” said Shekar Raman, Chief Executive Officer and Co-Founder, Birdzi. “As more grocers move toward data-centric personalization, we’re proud to help regional grocers like Tops and others harness the benefits of smart, personalized engagement.”

Read more about this dynamic retail alliance here.

With advanced customer analytics and increased capabilities at its fingertips, how will Tops direct this growth to fresh produce? ANUK will be here to report.