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Price Chopper And Dole Run Joint Direct-Marketing Effort

The Price Chopper supermarket chain and Dole Food are using mobile devices to get consumers to eat more salad. In September last year, Dole was prepping an mail campaign targeting current and past members of Price Chopper's loyalty program to increase the roster of its Dole Salad Mobile Club. At the same time a marketing firm pitched Price Chopper with a QR code program.

A hybrid effort was born, wherein Price Chopper sent out over 40,000 postcards for Dole in November that had both a QR code and a short code for texting. The cars went to people in Price Chopper's database who had an affinity for pre-made salads. They got a discount coupon and were entered to win a $500 Price Chopper gift card. Separate QR codes were used in online banner ads and on a Facebook page. The test results are still being tabulated but an executive said loyalty program members redeemed their coupons at higher rates than current ones.



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