| Overview | |
|---|---|
| Company | Southeastern Grocers (SEG) |
| Focus | Product Strategy, Platform Migration, Loyalty Experience, Go-To-Market |
| Role | Design Director |
Modernizing Loyalty at Scale
Southeastern Grocers needed to replace a fragmented legacy loyalty platform without disrupting the millions of customers who depended on it every week.
I helped lead the strategy and experience design for a unified, real-time loyalty platform spanning four grocery brands, 575+ stores, and 5–7 million active members.
We connected rewards, digital coupons, promotions, fuel savings, and customer data into one scalable platform while preserving customer value throughout the migration.
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575+ Stores Migrated
Launched the new loyalty experience across more than 575 stores, spanning Winn-Dixie, BI-LO, Harveys Supermarket, and Fresco y Más.
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5–7M Active Members
Migrated a loyalty ecosystem serving 5–7 million active members while preserving customer accounts, points, rewards, and savings.
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4 Distinct Grocery Brands
Created a shared loyalty framework that supported four individual brands, balancing differentiated customer experiences with a consistent front-end and back-end platform.
| Scope | |
|---|---|
| Partners | Product, Marketing, Engineering, Executive Leadership | Responsibilities | Product Strategy, UX Research, Journey Mapping, Product Design, Design Systems, Cross-Functional Leadership |
| Outcome | Led the cross-functional experience strategy for a mobile-first loyalty platform spanning enrollment, account management, rewards, promotions, and migration across digital and in-store channels. |
Migrating Without Disrupting Customers
Customers depended on weekly coupons, loyalty rewards, and fuel savings to manage household grocery budgets. Replacing the underlying platform meant preserving that value throughout the transition.
I helped shape the migration strategy around continuity and customer trust, connecting rewards, digital coupons, promotions, and fuel savings within a unified, real-time experience serving 5–7 million active members.
Aligning the Organization Around One Experience
Launching the platform required Product, Marketing, Engineering, leadership, and external partners to operate against a shared customer experience.
I helped define the product strategy connecting in-store, online, and at-home touchpoints with marketing experiences and transactional data.
That alignment created a consistent experience across channels while establishing a unified customer profile behind them.
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4+ Teams Aligned
Aligned Product, Marketing, Engineering, leadership, and external partners around a shared product and migration strategy.
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3 Channels Aligned
Connected online, in-store, and automated phone experiences through consistent messaging, enrollment, and account management.
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37.5% Faster Launch
Connected online, in-store, and automated phone experiences through consistent messaging, enrollment, and account management.
Designed For Scale
The loyalty platform was designed as a reusable framework supporting Winn-Dixie, BI-LO, Harveys Supermarket, and Fresco y Más.
A shared design system, component library, responsive patterns, and accessibility standards created a common product foundation while allowing each brand to maintain its own identity and customer experience.
The approach reduced duplicate engineering effort, improved consistency, and gave teams a scalable foundation for launching and maintaining multiple branded experiences.
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4 Brands, One Platform
Created a shared platform supporting four distinct grocery brands while preserving individual brand identities and customer experiences.
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75% Reduction in Total Upfront Development Costs
A reusable white-label architecture eliminated the need to build and maintain four separate loyalty platforms, reducing upfront development costs by 75%.
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65% Lower Annual Maintenance Overhead
Centralized maintenance, bug fixes, compliance updates, and security patches reduced ongoing operational engineering overhead by 65%.
Turning a Complex Migration Into a Simple Experience
Migrating millions of loyal customers required more than a new enrollment flow. Every touchpoint needed to reinforce the same message and help customers transition with confidence.
Whether customers enrolled online, in-store, or through an automated phone system, we created a unified journey across messaging, enrollment, and account management.
Transactions, promotions, digital coupons, loyalty points, and partner rewards flowed into a unified customer profile, reducing operational complexity while creating a scalable foundation for personalization and future growth.
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Unified Customer Profile
Single identity across touchpoints
Real-time points balances
Unified transaction history
Cross-brand customer recognition
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Enterprise Integration
Fuel Rewards (Shell)
Loyalty engine
Digital coupons
In-store and at-the-pump Promotions
Unified customer accounts
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Business Outcomes
Personalized offers
Better targeting
Faster experimentation
Reduced operational overhead
Scalable architecture
🚀
Results
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100% Points Rollover
Executed a 100% points rollover for millions of customers across four brands and 575+ stores, protecting customer trust and value throughout the migration.
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20% Average Customer Savings
Personalized coupons, rewards, and fuel partnerships helped customers save an average of 20% in-store and at the pump.
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65% Lower Maintenance Overhead
A shared platform architecture reduced ongoing engineering and operational maintenance overhead by 65% while supporting four distinct branded experiences.
