Heineken, Valeo Foods and Danone join Musgrave’s Customer Insight programme to gain better shopper understanding

09.12.2014 | By Mark Speyers

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As of 11 January, 2018 Symphony EYC became the Customer Intelligence Division of SymphonyAI.


Musgrave GroupSymphony EYC, a global leader in delivering return on Investment (ROI) for retailers and manufacturers using customer insights to drive execution, today announces that twelve suppliers including, Heineken Ireland, Valeo Foods, Danone and nine other large FMCG brands have signed as partners to Musgrave’s Retail Partners Ireland customer insights programme. The programme runs across the SuperValu supermarket chain and puts these manufacturers at the forefront of understanding SuperValu customer purchasing decisions and buying patterns, and allows them to react accordingly.

Through the partnership, the twelve suppliers are now able to have a deeper insight into Irish consumer shopping habits using SuperValu’s Real Rewards loyalty programme, helping the companies and their brands to better understand and respond to the ever-changing shopping landscape and in turn, give the consumer what they want, when they want it.

Mary Woods, Customer Marketing Manager, Heineken Ireland comments, “At Heineken we were eager to accelerate our sales through a better understanding of how SuperValu shoppers interact with our product portfolio. We also wanted to further develop our relationship with Musgrave. Over a very successful Christmas period we were able to map the progress of our key SKUs and action in order to maximise the outcome. I am really looking forward to building on our successes of 2013 with MRPI and Symphony EYC Aspects™.”

A Symphony EYC customer since 2005, Musgrave Retail Partners Ireland has been working with Symphony EYC over the last 8 months to gather core customer insights across multiple disciplines – assortment, shelf layout and promotions as well as supplier CRM opportunities and store reporting – to allow Musgrave and its supplier partners to more effectively personalise offers and ranges to best reflect the needs of joint customers.

Cormac Leonard, Musgrave Account Director at Valeo Foods says, “Improving our understanding of the SuperValu shopper is becoming more and more important to us, so that we can put in place the right programmes to improve their engagement with our brands. We are confident that working with Symphony EYC will provide us with the insights to generate real commercial benefits for both MRPI and ourselves.”

John Lee, Commercial Director, Danone Ireland, “We are greatly looking forward to working with Symphony EYC’s ASPECTS™ customer insights at Danone Ireland to develop win/wins for our brands with MRPI and Supervalu customers.”

Alex Macdonald, Country Manager, Ireland at Symphony EYC concludes, “It is great to have twelve leading FMCG suppliers including Heineken, Valeo Foods and Danone signed up to the Musgrave programme. Through the Real Rewards Loyalty Card data and ASPECTS™ customer insights, Musgrave Retail Partners Ireland and their key suppliers can now understand the actions needed to build customer and brand loyalty. This is a win for everyone including shoppers at SuperValu – the right products, at the right prices, with the right offers at the right time. This is just the beginning of the Musgrave Retail Partners Ireland journey and we are looking forward to a very busy year with many other partners joining the programme.”

About Musgrave

Musgrave works in partnership with entrepreneurial retailers in Ireland, the UK and Spain, delivering the sourcing, sales, marketing and supply chain expertise that enable local businesses to go head-to-head with the international supermarket chains. More at:

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