Grocery Store Direct Mail Success Story

Grocery Store Direct Mail Success Story

Customer Objective

After a successful corporate mailing, a large regional grocery chain decided to change its marketing strategy from newspaper and television to shared mail.

Campaign Strategy

  • Saturate ZIP Codes around store locations, reaching 150,000 households​.

  • Utilize strong weekly offers to drive traffic throughout the month​.

  • Incorporate gas & pharmacy offers with each mailing to further incentivize consumers​.

  • Mail the oversize sheet to showcase strong offers: free $25 gift card for new or transferred prescription; 10 cents off every gallon of milk purchased on Mondays; free 16 oz. garden salad with $10 purchase.

Campaign Results

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Stores saw increases in sales ranging from 11-40% when the Mspark piece hit mailboxes.
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Grocery Industry Trends

Since the COVID-19 pandemic began, average weekly grocery spend has increased by $25 to $184. While they are spending more, 73% of consumers are making fewer trips to physical grocery stores. 48% of consumers are still comparison shopping to find the best deals. 30% of grocery shoppers are more likely to use a pre-written grocery list than before. Keep reading for some additional trends to inform your advertising strategy.

Grocery Industry Trends

Since the COVID-19 pandemic began, average weekly grocery spend has increase from $25 to $184. While they are spending more, 73% of consumers are making fewer trips to physical grocery stores. 48% of consumers are still comparison shopping to find the best deals. 30% of grocery shoppers are more likely to use a pre-written grocery list than before.

Keep reading for some additional trends to inform your advertising strategy.

  • As of August 2020, 67% of adults 18+ typically shop for groceries 1-2 times a week.

  • 61% of consumers regularly make a list before shopping for groceries while 30% occasionally make a list.

  • 72% of adults 18+ have shopped in a physical store for groceries in the past 30 days compared to 18% who shopped online.

  • Price is the #1 reason for selecting a store according to 68% of shoppers.

Sources: C+R Research (Surveyed 2,012 people), Supermarket News, FMI U.S. Grocery Shopper Trends 2019, 2K19 Valassis Coupon Intelligence Report​, Prosper Insights & Analytics

Grocery Advertising Opportunities with Direct Mail

Ads in the mailbox offer a great way to promote awareness of your business and highlight your services and products while targeting your best potential customers.

  • 82% of grocery shoppers will change the stores they shop at to take advantage of weekly specials.

  • 58% of grocery/supermarket customers have responded to an ad/coupon in the mailbox in the past 12 months.

  • 63% of grocery/supermarket customers usually read the ads they receive in the mailbox.

  • 31% of grocery/supermarket customers say ads they receive in the mailbox are the best source of coupons.

  • 75% of shoppers rely on advertising circulars to compare prices.

  • 60% of shoppers prefer to receive their circulars in print format.

Sources: FMI U.S. Grocery Shopper Trends 2019; 2K19 Valassis Coupon Intelligence Report

Direct Mail’s Influence on Grocery Customers

  • 58% of adults 18+ said coupons are the #1 media influence on their grocery purchases, more than internet, tv/broadcast, email, or other methods.
  • Mspark’s shared mail programs drive traffic by boosting circular reach.
  • We offer strategies to increase distribution by strategically targeting your best customers to increase store traffic and increase ROI.

How Do I Find My Best Grocery Customers?

Our Consumer Analytics team are highly skilled in the science of micromarketing. What does that mean? Micromarketing is another way of saying that we develop a marketing strategy in which your direct mail advertising efforts are focused on a small group of highly-targeted customers. This gives your message the best chance possible to be seen by the right customers at the right time.

Source: Prosper Insights & Analytics

Do You Have Any Questions About How Direct Mail Can Grow Your Business?

If you have any questions about how direct mail can grow your business, we would be happy to answer them. You can call us at 877-620-6283 or select GET STARTED TODAY to fill out our form.

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