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December 2017
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Inmar, SpartanNash portray success of digital coupon program

Inmar, a company that operates intelligent commerce networks, announced that the SpartanNash load-to-card (L2C) coupon program has grown to more than two million digital offers clipped – with redemption rates averaging close to 15 percent. SpartanNash, which operates 165 supermarkets in nine states, teamed with Inmar to add digital coupons to its yes Rewards loyalty program and launched the digitally driven shopper engagement initiative in October, 2013. SpartanNash’s yes Rewards program was originally introduced in 2010 and offers consumers access to in-store promotions, savings clubs, pharmacy benefits and fuel offers.

The launch and subsequent success of the Michigan-based grocery retailer and distributor’s digital coupon program was the focus of a presentation made by John Ross, Chief Marketing Officer, Inmar and President, Inmar Analytics and Linh Peters, Vice President of Marketing at SpartanNash at last month’s Shopper Marketing Conference & Expo in Minneapolis, MN.

Entitled “Taking Loyalty to the Next Level through Digital Engagement” and offered as part of the Expo’s “Seeing the Big Picture” track, the presentation detailed how Inmar and SpartanNash collaborated to create a positive online experience for shoppers, resulting in 72 percent of SpartanNash’s yes Rewards loyalty program members migrating to the digital platform. The program currently averages 200 digital coupons on site at any given time (including national, trade and private label offers) and is supported by active in-store promotion and ongoing multi-media shopper outreach employing both print and digital communications.

SpartanNash’s effort to add digital coupons to their long-established loyalty program was guided by a clearly defined and consistently implemented marketing strategy. SpartanNash focused on four equally clear goals: 1) provide shoppers with a simplified and convenient savings medium, 2) enable future personalization opportunities for customers, 3) engage new audiences while transitioning current program members to the new savings platform and 4) add relevancy for the consumer.

Store associates were given extensive training prior to launch and provided with talking points in order to comfortably and effectively engage customers on a personal level regarding the new program. At launch, tables were manned in each store, extensive signage was deployed, shelf talkers were used, information about the program was displayed at checkout via POS screens, brochures were available and promotion of the new program was given dedicated circular placement.

SpartanNash continues to regularly educate shoppers about the program, how to use it and the benefits it provides. A number of strategies are currently being employed to initiate and sustain shopper participation, including email distribution of digital coupons, digital sweepstakes, shelf talkers and in-circular promotion. Strategies for continued growth of the program include applying advanced analytics, through Inmar, to better measure and understand shopper response and enable personalization of the digital experience for each shopper.

In addition, through a partnership with Inmar and Reach/Influence, SpartanNash offers a digital coupon program capability for their independent retailers. This is a tremendous value-add service for SpartanNash’s independent retailers; enabling them to engage their shoppers and create competitive differentiation.    

SpartanNash corporate banners participating in the program are Family Fare Supermarkets, Glen’s Markets, D&W Fresh Markets and VG’s.