Receipt Coupons Increase Customer Loyalty
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Few supermarket operators engage in one-on-one marketing to customers. However, Remke Markets, an eight-unit, Erlanger, KY-based grocery chain with stores in the northern Kentucky and Cincinnati areas, is doing just that.
In 1996, Remke Markets made its first foray into customer loyalty programs with a frequent shopper card. The grocer later added targeted mailings to individual shoppers, but these proved to be excessively expensive as well as insubstantial in their effect. "Contact with customers [via the mailings] was limited as to the number of one-on-one marketing attempts we could make and how often," states Pat Iasillo, director of customer relationship marketing.
Then, at a MARKETECHNICS show, Iasillo went shopping for receipt printers that would allow Remke to experiment with different types of one-on-one marketing by generating color customer receipts for promotions and special events. A promise of easy deployment sold him on two-color printers from Transaction Printer Group (TPG), Inc., which was already supplying the chain with POS printers, as well as the vendor's ReceiptEZ receipt management software.