Loyalty Cards: Meanwhile, back in aisle five…
Don’t throw your frequent-shopper card away just yet. Grocers are refining broad loyalty programs with clubs tailored to consumer segments. Ann Raider calls them Sub Clubs.
“Once they get past the knee-jerk need to drive volume, grocers see they need more than price deals to attract shoppers,” says the senior vp of Consumer Card Marketing, Inc. “They’re ready to build relationships now.”
Savvy grocers set merchandising first, then start a club. Publix Super Markets, Lakeland, FL, built a baby section in stores before starting Publix Baby Club.”
First they gave physical evidence of their baby environment, and then they started a newsletter,” Raider says.
Members get coupons for free full-sized baby products, members-only offers, and the every-other-month newsletter. First-timers get an American Academy of Pediatrics book, Caring For Your Baby and Young Child. Publix also mails the health and lifestyle newsletter (with coupons) to in-store subscribers, and an e-zine to online subscribers.
Four years ago, A&P looked at signing neighborhood partners for a baby club, but found it too expensive. Now, grocers are marshalling their own resources for “touch point” clubs that speak consistently to shoppers in all media, and drive all activity back to the store, says Raider.
“Consumers are saying, `Give me time, space, and quality of life as I define it.’ Clubs can do that and make it convenient.”
The trick for grocers will be to serve the needs of different groups without making their stores seem schizophrenic.
