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U.S. Loyalty Marketing and Technology Firm Excentus Strengthens Consumer Data & Business Intelligence Capabilities for National Brands, Consumer Packaged Goods (CPG) Manufacturers and Convenience Retailers
[September 13, 2017]

U.S. Loyalty Marketing and Technology Firm Excentus Strengthens Consumer Data & Business Intelligence Capabilities for National Brands, Consumer Packaged Goods (CPG) Manufacturers and Convenience Retailers

Excentus, the provider of loyalty marketing and technology solutions for the U.S. retail, grocery, CPG and convenience retail sectors, is expanding its Business Intelligence and Analytics services to help companies better leverage data to influence consumer behaviors, drive more effective customer engagement, and enjoy incremental revenues.

Having successfully built the national Fuel Rewards® loyalty program, as well as the customer data infrastructure to support it, Excentus is able to help retailers and brands use data to support increased foot traffic, more frequent spending, targeted promotions, and personalized marketing and communications.

"Our goal is to be the loyalty technology and marketing experts that national retailers, CPG brands and convenience store operators turn to for insights and business intelligence about consumers and shoppers - their behaviors and preferences, transactions, levels of engagement, and their lifetime financial value to the enterprise," says Jeff Hassman, Chief Marketing Officer at Excentus. "Because we are a loyalty technology provider that also operates its own loyalty program, Excentus has unique insights and valuable behavioral data from millions of member transactions."

Leading Analytics Executive Unni Rajendran to Head the Business Intelligence and Analytics Division

Unni Rajendran, a thought leader in data, analytics, and business intelligence, has joined Excentus in a new role as Senior Vice President of Business Intelligence and Analytics. Rajendran previously headed all digital and commercial analytics initiatives at Novartis AG globally, and prior to that managed all commercial analytics and business intelligence at Alcon. A Carnegie Mellon University master's graduate, he also established and led the information management and business intelligence/data warehousing practice at Sogeti USA in Dallas.

The Business Intelligence and Analytics division extends the company's loyalty technology platform and applications built to power the successful Fuel Rewards® program and its use of card-linked offers, mobile data, and other solutions that leverge vast amounts of data to identify purchase behaviors, create targeted consumer profiles, and segment customers to inform marketing, messaging, mobile strategies, customer service, and communication initiatives.

"The data and analytics expertise we've gained from building and operating our own loyalty program is the ideal foundation to expand the depth of the data, strategies, and insights we can provide to our customers," Hassman said. "Our commitment is to lend our experience and customer insights to national retailers, CPG brands and convenience retailers interested in driving foot traffic, repeat business, and more value for their shoppers. We're pleased to have Unni on board to further build and promote our expanded data capabilities and loyalty expertise to retailers, brands, and merchants across the country."

The company's Business Intelligence and Analytics expertise focuses on several industry verticals, including:

  • National and regional brands: Data-driven intelligence can help a variety of retailers - from restaurants to big-box stores to apparel brands - better understand their customers and what moves them to visit more, spend more, and engage more frequently.
  • Convenience retailers: Data about customer activity, frequency, preferences and behaviors can help convenience retailers connect with their on-the-go customers and personalize offers to boost foot traffic and bring shoppers from the forecourt and into their stores.
  • CPG manufacturers: Data can provide much-needed insights to CPG brands about who their customers are, helping them market directly to shoppers and position their products in the retail environment for optimal engagement and loyalty.

In his new role, Rajendran will oversee the company's existing analytics and business intelligence efforts, with a focus on data quality, depth of analysis, speed to market, and specific expertise around the value of customer data across the verticals Excentus serves.

For more information about Excentus and its data capabilities, or to speak with company executives about its expanded commitment to business intelligence and consumer data analytics, please contact Vanessa Horwell at (305.749.5342, x232) or Emily Bowe at (305.749.5342, x246).

Excentus, Enabling Loyalty From Beginning to End

Excentus ( is one of only a handful of global companies whose expertise in the design, development and implementation of loyalty programs comes directly from firsthand experience - the successful operation of its own Fuel Rewards® loyalty program. Excentus specializes in delivering optimal loyalty solutions for national and regional brands, Consumer Packaged Goods (CPG) manufacturers, grocery chains, convenience retailers and their customers. Driven by the knowledge that the right loyalty currencies can change consumer behaviors, Excentus provides a full complement of technologies, marketing solutions, analytics, and know-how to help companies build, manage and improve loyalty programs, offers and promotions across all customer channels, devices and touchpoints. Excentus' strategies and solutions are informed by unique, first-party consumer data and insights that simplify the complexity of program management as powerfully as they deliver results: higher revenues, increased foot traffic, deeper engagement and more satisfied customers.

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