How SpartanNash’s Retail-Wholesale Feedback Loop Elevates Customer Experiences

Unified Demand 

Looking ahead, SpartanNash is optimistic about the role of consumer insights to improve demand planning with their independent wholesale customers. “If we can help those independent customers better plan demand, we can better order, [have] better delivery, better fill rates, etc.” 

She noted that linking up data from an independent wholesale customer is very different from their retail business, with notable supply chain differences. 

“In our corporate retail business, we decide when to send a truck. We’re efficient. We’re effective. When we’re serving independent wholesale customers, they tell us when to show up. They expect a level of service that is different from how we serve our corporate retail stores.” 

As part of this, they’re currently developing AI-enhanced customer service tools and platforms that will notify retailers if a delivery is going to be late. 

“Any time we can inform those customers with more timely, relevant, accurate information, the more they will buy from us.”