Marsh Supermarkets, LLC, plans to deploy a price and promotion optimization solution to fine-tune its price strategies and promotional events to appeal to localized markets, with the goal of building sales and customer loyalty in a difficult economy.

The grocer is working with Roseville, Calif.-based Revionics on the solution.

“Revionics was chosen as our partner for price and promotion optimization because of its ability to easily relate [its] solutions to our business needs,” said Roy Kipp, SVP of merchandising at Indianapolis-based Marsh. “Its current customers had great things to say about [the] service, we liked the look and feel of [the] solution, and we liked the team Revionics brought to the table.”

Marsh, which operates 98 Marsh Supermarkets and 4 O’Malia’s Food Markets in Indiana and Ohio, has the distinction of being the first grocery store in the world to use electronic scanners, and continues to show thought leadership with its customer loyalty program, “Fresh IDEAs”; online shopping; and an extensive list of in-store services. With the launch of the price and promotion optimization solution, Marsh expects to better understand demand and price sensitivity by item and by store, enabling more customer-centric merchandising techniques.