Sobeys says it is investing in customer analytics tool that will help identify and satisfy customers' needs based on their shopping habits, with goal of growing business profitably

, March 29, 2012 (press release) – Sobeys Inc. has expanded the capabilities and utility of its customer insights initiatives, utilizing Self Serve a proprietary customer analytics tool through its strategic partnership with Aimia.

Sobeys introduced these advancements with its national supplier community at a special meeting in Toronto yesterday. The tool allows Sobeys and its suppliers to work more broadly and collaboratively to harvest the full potential of customer insight data.

"Enabled by Aimia's world-class capabilities, we are focused on identifying and satisfying the unique needs of our customers by sharing and applying insights to grow the business profitably," said Bill McEwan, President & CEO, Sobeys Inc. "Unlike other retail customer insight programs, we are not in the business of selling customer data for profit."

Sobeys has been working with Aimia, a global leader in loyalty management, since June 2011, embedding Aimia's best-in-class data analytics tool, Self Serve, within the organization. A team of Aimia and Sobeys analysts have been using the tool to analyze data from Sobeys' loyalty programs providing Sobeys with unparalleled insight into its customers' shopping habits, enabling it to make better strategic business decisions about many aspects of its operations, from assortment to promotions.

"Aimia is delighted that Self Serve is being advanced by Sobeys with its vendors," said Peter Gleason, President, Intelligent Shopper Solutions, Aimia. "In other markets, including the UK, Australia and Switzerland, where Aimia has grown significantly, retailers, their suppliers and most importantly their customers have all benefited from the insight the data has provided resulting in more meaningful offers and better shopping experiences for customers.

About Sobeys Inc.
Proudly Canadian, with headquarters in Stellarton, Nova Scotia, Sobeys has been serving the food shopping needs of Canadians for 104 years. A wholly-owned subsidiary of Empire Company Limited (TSX:EMP.A), Sobeys owns or franchises more than 1,300 stores in all 10 provinces under retail banners that include Sobeys, IGA, Foodland, FreshCo, and Thrifty Foods, as well as Lawton's Drug Stores. Sobeys and its franchise affiliates employ more than 95,000 people. The company's goal is to be widely recognized as the best food retailer and workplace environment in Canada. More information on Sobeys Inc. and its commitment to protecting the privacy of customer information can be found at www.sobeyscorporate.com.

About Aimia
Aimia is a global leader in loyalty management. Aimia's unique capabilities include proven expertise in delivering proprietary loyalty services, launching and managing coalition loyalty programs, creating value through loyalty analytics and driving innovation in the emerging digital and mobile spaces. Aimia owns and operates Aeroplan, Canada's premier coalition loyalty program and Nectar, the United Kingdom's largest coalition loyalty program. In addition, Aimia has majority equity positions in Air Miles Middle East and Nectar Italia as well as a minority position subject to joint control of Club Premier, Mexico's leading coalition loyalty program, and a minority position in Cardlytics, a US-based private company operating in merchant-funded transaction-driven marketing for electronic banking.

Aimia is a Canadian public company listed on the Toronto Stock Exchange (TSX: AIM) and has over 3,800 employees in more than 20 countries around the world. For more information about Aimia, please visit www.aimia.com.

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