With the COVID-19 pandemic well underway, grocery stores across the U.S. have been overwhelmed with additional business as shoppers flock to their local stores to stock up on everything they expect they will need during this indefinite period of sheltering at home. Shoppers are experiencing longer lines as they enter these stores and are greeted by hard-working employees who are repeatedly filling shelves with once-abundant items like toilet paper, bleach, vitamins, water and the like. It is a situation that is without precedent in our lifetimes.
Thankfully, the grocery industry is a highly resilient and competitive environment. That being the case, many grocers continue to use loyalty reward programs, even in times like these, to entice shoppers to remain loyal to their stores, ensure repeat visits and strengthen relationships with their shoppers by offering points, discounts, digital coupons and continuity offers, while also increasing vital relationship-building one-to-one digital communications with their valued shoppers using text messaging, email campaigns and in-lane print messages.
During this atypical coronavirus situation, the grocery industry has initiated some new and creative ways to inform and serve their valued shoppers during this challenging time by showing compassion and assistance to others. At AppCard, we used the previous weeks to analyze these innovative promotions and campaigns that have been delivered to the millions of shoppers on the AppCard network and have summarized these trends in the following executive brief.
Some of the actions we have seen from our partners include:
On a personal note, I would like to extend my sincerest thanks and gratitude to the people in the grocery industry for their amazing work and service to our communities. Without your commitment and altruistic sacrifices for your shoppers, families and neighbors, these uncertain times would be far less bearable. We are humbled by your courageous efforts and are proud to stand alongside you.
Lance Recker author of this article is the Head of the Promotion Services Team at AppCard, a marketing technology leader who helps retailers capture purchase data to help analyze and target shoppers with relevant offers. These offers are presented to the shopper in a variety of ways including: text messaging, emails, in-lane prints and more
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