The result of this mailing to secondary shoppers was that sales in the meat and produce departments shot through the roof!
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They were changing customer behavior, by getting people to visit store departments that they had not previously shopped. The strategy was working. There was no point in getting them to visit the meat or produce department since they already shopped there. The entire package to the 1. There were , different versions of the mailing that went out. To build a relationship with these card holders, PreVision Marketing created a newsletter called Food Sense. It contained tips and recipes.
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In addition, PreVision used selective insertion techniques to achieve their marketing objectives. For example, to boost the private label business, PreVision designed a "peanut butter conversion series".
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Over a four month period, a series of articles in the newsletter promoted the Safeway private label peanut butter. The articles described how this peanut butter was made, and what went into it. Who converted to the Safeway peanut butter as a result? Jiff Users, Skippy Users and previous non-users of peanut butter at Safwway. It is an illustration of the pinpointed accuracy with which club membership targeting programs can change customer behavior.
The program also included personal recognition. Members get free ice cream on their birthday. The customers loved it. Was the newsletter working? One evidence was provided by the reaction to Bill McDown, a division manager whose picture was featured on the first page of the newsletter. All the laser letters were personalized from him. When he would go to the stores, people would recognize him and come to shake his hand.
The first year of the program, he got 3, Christmas cards from Safeway Customers. The result of the program: dramatic increases in same store sales, and increased margin which came from careful targeting. The Safeway Club went beyond discounting to produce loyalty.
People were thinking, "Safeway may charge me three cents more for peas, but they send me birthday cards, and treat me right. I will shop there. Looking at the success of this program and others that she has run, PreVision Marketing developed some tips for others who want to try something similar. Save my name, email, and website in this browser for the next time I comment.
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