Stepherson Inc. has deployed RSA America’s loyalty and digital engagement platform across all 11 Superlo Foods stores in Memphis, Tennessee, and Mississippi.
Structured as a multi-year agreement, the partnership introduces a unified loyalty rewards program, digital coupons and a branded mobile app aimed at increasing shopper engagement and visit frequency, as well as strengthening the retailer’s competitive position.
Launched Feb. 18, the RSA America platform also helps attract new shoppers and introduce them to Superlo Foods through targeted digital offers.
Piggly Wiggly results drove decision
The decision to extend the platform across Superlo Foods followed Stepherson’s experience operating three recently acquired Piggly Wiggly locations that were already running the platform.
After working with the system and seeing the results, the company chose to bring the same capabilities to its broader Superlo banner.
“The results we saw in the Piggly Wiggly stores made it clear that bringing everything together into one system would help us move faster and engage our customers more effectively,” said Tom Labrum, marketing director at Stepherson Inc.
“Superlo Foods has always focused on serving our local communities and supporting regional vendors, and this platform allows us to build on that strength. By consolidating our loyalty and rewards programs into one system, we can reach more shoppers, win back customers and grow our market share across the communities we serve.”
Full deployment includes mobile app, digital coupons
The rollout includes RSA America’s loyalty rewards program and digital coupon capabilities. It also includes a mobile application supporting shopper enrollment and promotion discovery. All three capabilities launched simultaneously across the full 11-store network.
Shoppers can enroll in the loyalty program using their mobile phone. That eliminates friction at the point of sale. It also makes it easier for customers to join and begin engaging with offers immediately.
In-store signage promotes the program. It encourages shoppers to download the mobile app. Inside the app, customers can browse and activate digital coupons designed to drive additional store visits and larger baskets.
As the program grows, Stepherson will gain deeper insight into shopper behavior and purchasing patterns. That first-party customer data will allow the retailer to deliver more targeted promotions and marketing campaigns.
Those campaigns are designed to increase loyalty participation, improve basket size and drive visit frequency.
Platform helps independents compete
For independent grocers competing with national chains like Walmart, Kroger, dollar stores and large discount retailers, building stronger relationships with local shoppers is essential.
Programs that combine loyalty rewards, targeted promotions and mobile engagement help retailers stay connected with their communities while encouraging repeat visits.
“Independent grocers have always had the agility and community trust that national chains work hard to replicate,” said Ravi Achanta, CEO of RSA America.
“What they need is infrastructure that matches that ambition. Stepherson saw the impact our loyalty and digital engagement platform was already delivering in its Piggly Wiggly stores, and we’re proud it chose to extend that relationship.”
RSA America supports more than 1,400 stores nationwide, with the partnership further expanding its footprint in the southeastern U.S.
The company helps independent grocers unify loyalty, digital marketing, e-commerce and shopper intelligence into a single operational platform designed to drive measurable growth.
80-plus years strong
Founded in 1944 by brothers Jack, Wesley and Kenneth Stepherson, Stepherson Inc. has spent more than 80 years serving the Memphis area.
The employee-owned company’s presence spans neighborhoods from East Memphis to Frayser, Hickory Hill and Southaven, as well as Senatobia and Yazoo City.
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