Southeastern Grocers, LLC (SEG)—the parent company of Winn-Dixie and Harveys Supermarket—has named Net Conversion as its new Media Agency of Record (AOR) following a highly competitive review process. Known for its data-first approach and media innovation, Net Conversion will now lead media planning, buying, analytics, and advanced attribution modeling for SEG.

This strategic partnership is designed to drive customer loyalty, acquisition, and growth by utilizing advanced data capabilities and a proprietary methodology that enables SEG to "do more with less." The collaboration reflects a shift in grocery retail marketing, with a heightened focus on omnichannel experiences, personalization, and ROI-driven strategies.

Why SEG Chose Net Conversion: A Competitive Edge in Media Innovation

A Shared Vision for Digital Transformation

SEG’s appointment of Net Conversion as AOR was fueled by shared goals around innovation, efficiency, and customer-centricity. According to Adam Kirk, SEG's Chief Customer and Digital Officer:

“Net Conversion brings the digital engagement and strategic storytelling expertise needed to ensure our message reaches the right audiences. Their ability to turn first-party data into actionable, targeted campaigns gives us a measurable edge in customer engagement and acquisition.”

Net Conversion’s “MORE” Methodology

At the heart of the agency’s approach is its proprietary “MORE” methodology, a media and analytics framework designed for modern retail brands:

• Model-centric: Prioritizes predictive modeling and real-time data for smarter media decisions.

• Omnichannel: Unifies customer journeys across online and offline media.

• Results-based: Focuses on attribution, conversion tracking, and ROI.

• Experiment-driven: Tests and refines strategies based on performance insights.

This approach is tailored to optimize both reach and relevance, allowing SEG to maximize impact across its core shopper base and emerging audience segments.

Objectives of the SEG-Net Conversion Partnership

The collaboration aims to transform SEG’s media and marketing ecosystem through five key strategic pillars:

1. Growing Loyalty

• Leverage customer insights to identify and reward high-value segments.

• Personalize offers and communications to reinforce brand affinity.

• Utilize loyalty data to tailor content across touchpoints.

2. Acquiring New Customers

• Activate omnichannel campaigns that attract new demographics.

• Use geo-targeting and behavioral modeling to refine targeting.

• Increase digital discoverability through paid and organic media optimization.

3. Stimulating Demand

• Launch seasonal and promotional media campaigns.

• Align inventory with media spikes using real-time data analytics.

• Optimize media budget allocation to capitalize on high-intent windows.

4. Holistic Measurement

• Deploy full-funnel measurement strategies for complete campaign visibility.

• Use advanced attribution modeling to understand true ROI.

• Track cross-device and in-store conversion trends.

5. Innovative Integrations

• Combine retail media with e-commerce and social platforms.

• Embed first-party data into DSPs and social advertising engines.

• Integrate real-time analytics dashboards for agile decision-making.

Executive Perspectives on the Partnership

Ryan Fitzgerald, Founder & CEO of Net Conversion, emphasized the transformative potential of the partnership:

“SEG is an integral part of the communities it serves. We’re committed to delivering tailored, data-driven media solutions that enhance their market position. Our focus is on personalization at scale, driven by advanced analytics and real-time experimentation.”

Kristina Canada, CMO of Net Conversion, added:

“SEG’s forward-thinking approach to customer experience makes them an ideal partner. Our collaborative efforts will focus on turning insights into measurable business outcomes—fueling growth through meaningful customer engagement.”

The appointment of Net Conversion as Media Agency of Record for Southeastern Grocers marks a forward-thinking step in grocery retail marketing. By merging deep customer insights with advanced analytics and omnichannel media strategies, the partnership is poised to transform SEG’s customer engagement, loyalty, and acquisition strategies.

As SEG continues to serve communities with value-driven grocery experiences, this collaboration ensures its message is delivered with precision, relevance, and measurable impact—meeting the demands of today’s rapidly evolving retail landscape.