Coupon Nirvana! Weis Learns from Kroger

By on November 15th, 2013

Recently, I wrote about being teased and left disappointed when CVS claimed to be offering personalized coupons and discounts for loyalty members, but as it turned out, it was only for online offers. What I wanted was personalized coupons in print.

With print, you know what you’re getting. You don’t have to sign up for anything to receive the discount. You don’t have to wonder what marketing gimmick you’ll have to try to identify and avoid, how closely you’ll have to read the fine print to avoid signing up for something else you didn’t want, and all that. You just take the coupon and use it. As a loyalty card member, that’s what I deserve, right?

Guess what I got in the mail yesterday? My grocery store, Weis, is now offering personalized coupons  . . . in print! They have taken a tip from Kroger, which started personalizing coupons earlier this year, and my local Weis store is now doing the same.

In my mailbox was what appeared to be the same booklet of tear-out coupons I’m used to receiving, but this time, it said “personalized” on the cover. I opened it, and sure enough, there were no more coupons for products I have never purchased. Instead, there were coupons for coffee creamer, whole grain breads, seasoning grinders, and even fresh meats and vegetables. Now that’s exciting! The trend toward truly personalized coupons is growing, and it’s moving into print.

Loyalty programs offer tremendous opportunities for your customers to provide value to their customers, and personalized coupons is yet another way to add to that value while providing you with opportunities to increase your print volumes at the same time.

Are your clients using personalized coupons? If so, how?

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One Response to “Coupon Nirvana! Weis Learns from Kroger”

  1. Shelley Sweeney Says:

    Weis’ new coupon books truly exemplify the power of analyzing data in order to connect with consumers on a unique level. By focusing on the data pulled from loyalty card members, marketers are able to send their message to the appropriate recipient and the recipient is likely more open to receiving it. Ideally, if there’s an existing connection established – work off of it. Don’t just aimlessly distribute mailers as an un-targeted source because the key to successful direct marketing has always been this personalization. Fortunately, the data that drives a personalized approach is more accessible and useful than ever. So, use this information to steer the individual recipient toward something you know they need or want.