Eagle Eye unveils AI platform for real-time offers

Eagle Eye has launched an AI-driven platform called Personalized Promotions, which it said retailers can use to shift from mass and segment-based discounts to individual offers delivered in real time.

The company sells loyalty and promotions software to large retailers. Its customers include Tesco, Carrefour, Rite Aid, Morrisons, Loblaws, JD Sports and Giant Eagle.

Retailers have relied on broad discounts and offers built for customer segments. These promotions can take time to launch and can add operational overhead. Retailers also face pressure to manage promotional budgets more tightly as costs rise and margins come under strain.

Boston Consulting Group has estimated that redirecting 25% of mass promotion spending to personalised offers would increase return on investment by 200%. It has also said large retailers can generate more than USD $100 million of topline impact by scaling personalised offers.

Eagle Eye positioned its new product as a way for retailers to execute that shift at scale. The company said the platform automatically creates one-to-one offers for millions of shoppers and executes them in real time.

How it works

Eagle Eye said Personalized Promotions uses AI and machine learning models built with Google Cloud's Vertex AI platform. The company said the system creates and allocates discount offers for each shopper. Eagle Eye said it aligns the offers with customer preferences, as well as retailer objectives and budgets.

The company also said the product supports omnichannel execution. It described the offers as AI-generated and governed by business objectives and guardrails set by the retailer. Eagle Eye said this approach keeps central control with the retailer while allowing automation at scale.

One focus is cost control and efficiency. Eagle Eye said retailers can reduce operational workload by moving away from manual, segment-based approaches. It also said the shift can increase return per promotional pound spent.

Another focus is customer engagement. Eagle Eye said the platform can improve customer recruitment, reactivation and long-term engagement. The company did not provide customer deployment details for the new product at launch.

Supplier funding

Eagle Eye also framed Personalized Promotions as a tool for retailer-supplier collaboration. It said consumer packaged goods brands can use the product to influence customer behaviour with measurable reporting.

The company said brands gain access to audience, performance and incremental sales reporting. It contrasted this with promotional platforms that rely on predefined segments and limited pools. Eagle Eye said its approach offers attribution at the individual level.

Eagle Eye said clearer measurement can open opportunities for supplier funding of promotions. The company also said retailers can use the reporting to assess promotional impact more precisely.

Product suite

Personalized Promotions sits within what Eagle Eye calls its AI Personalization Science suite. The company already sells products that cover loyalty, incentives and personalised engagement.

Those products include Personalized Challenges, which Eagle Eye describes as a gamification product, and Smart Rewards, which it describes as a real-time loyalty and incentives system. Eagle Eye said Personalized Challenges has generated a 7:1 ROI for retailers including Tesco, Morrisons and Carrefour.

Eagle Eye said its platform executes more than 1 billion personalised offers each week and manages more than 700 million loyalty member wallets worldwide. The company sells its services to retailers, grocers, convenience store groups and CPG brands.

One brief context point sits behind the announcement. Retailers have expanded loyalty schemes and digital channels in recent years. That has increased identification of individual customers. It has not necessarily translated into fully customised promotions at scale.

"Retailers have long struggled to connect meaningful personalization with real-time execution at scale," said Cedric Chereau, Vice President EMEA and Managing Director EAI, 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 Personalization Science, and it unlocks enormous commercial and customer value."

Eagle Eye said retailers can deploy the new offers across channels while keeping control over objectives, budgets and limits.