Building Loyalty at Kroger …with Digital Overlays

I love the “digital overlay” concept.  It makes so much sense to me to drive digital coupon adaption by linking these new savings options with more traditional promotions.  It is not a surprise to me that Kroger is leading the way, employing brands and promotions with these digital overlays.  Details below;

“ConAgra has also effectively employed programs with digital overlays. For example, a January 2013 meal-solutions program sent an email blast to Kroger’s loyalty card shoppers with load-to-card coupons and incorporated a customized landing page at ReadySetEat.com. “Growing business with Kroger’s loyal shoppers is our priority too,” says Yurovski. “The programs that focus on loyal Kroger shoppers and our brand shoppers return higher ROI than those that target the competition’s [shoppers].”In each of these efforts, Kroger relied on its email database from global market research firm dunnhumby the retailer owns half of dunnhumby USA to identify and reward Kroger’s most loyal shoppers. The company’s ongoing partnership with Kroger has long set the industry standard for effective targeted marketing. “Over the past few years, dunnhumby has raised the bar with increased emphasis on post-program analysis, including following the shopper’s purchase behavior beyond a single mailer and introducing targeted digital communications,” says Catapult’s Cross.”

via Retail Intimacy, Part 3: Building Loyalty at Kroger | Path to Purchase Institute, the leaders in shopper marketing.

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