{"id":24165,"date":"2023-04-12T15:43:35","date_gmt":"2023-04-12T15:43:35","guid":{"rendered":"https:\/\/www.valpak.com\/?p=24165"},"modified":"2023-04-12T15:54:39","modified_gmt":"2023-04-12T15:54:39","slug":"data-targeted-offers-drive-4-to-1-return-on-ad-spend-for-specialty-grocer","status":"publish","type":"post","link":"https:\/\/www.valpak.com\/advertise\/blog\/data-targeted-offers-drive-4-to-1-return-on-ad-spend-for-specialty-grocer","title":{"rendered":"Data + Targeted Offers Drive 4:1 Return on Ad Spend for Specialty Grocer"},"content":{"rendered":"

Niche Grocer Uses Direct Mail, and the Difference in Results is Like Apples to Oranges<\/h2>\n

Marketing Objective<\/h2>\n

Valpak partnered with a specialty food grocer \/ regional franchise to design a marketing strategy that measured the effectiveness of a direct mail postcard<\/a> campaign targeted to current grocery store customers and prospects of high-quality food items.<\/p>\n

Program Strategy<\/h2>\n

The grocery chain supplied its current client list, and Valpak identified the prospects by profiling its existing customers and appending that index to routes and stores within 5 miles of 3 of its specialty food store locations. Valpak mailed 50,000 postcards for each location with strong offers for both audiences: $5 off $25 for current customers and $20 off $50 for prospects.<\/p>\n

Results<\/h2>\n

10% of postcards were redeemed<\/strong>, with over $1 million in total sales<\/strong>. The offer to current customers outperformed prospects at all 3 locations by over 50%<\/strong>! However, potential customers had an 8%<\/strong> redemption rate, resulting in nearly 10,000 new customers <\/strong>for the grocery retailer<\/a>.<\/strong><\/p>\n

Conclusion<\/h2>\n

The results of the mailings and growth<\/a> in new customers confirm that offers and targeting are proven to deliver next-level returns for grocers (particularly specialty stores). The marketing campaign resulted in a higher average basket at checkout and a better customer experience that produced a lift in sales and a 4:1 return on ad spend for the specialty grocer\u2019s investment.<\/p>\n","protected":false},"excerpt":{"rendered":"

Niche Grocer Uses Direct Mail, and the Difference in Results is Like Apples to Oranges Marketing Objective Valpak partnered with a specialty food grocer \/ regional franchise to design a marketing strategy that measured the effectiveness of a direct mail postcard campaign targeted to current grocery store customers and prospects of high-quality food items. Program […]<\/p>\n","protected":false},"author":2,"featured_media":24166,"comment_status":"closed","ping_status":"open","sticky":false,"template":"siege-2018.php","format":"standard","meta":{"_acf_changed":false,"_uag_custom_page_level_css":"","_swt_meta_header_display":false,"_swt_meta_footer_display":false,"_swt_meta_site_title_display":false,"_swt_meta_sticky_header":false,"_swt_meta_transparent_header":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[],"class_list":["post-24165","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"\nData + Targeted Offers Drive 4:1 Return on Ad Spend for Specialty Grocer<\/title>\n<meta name=\"description\" content=\"The results of mailings and growth in new customers confirm that offers and targeting are proven to deliver next-level returns for grocers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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srcset=\"https:\/\/www.valpak.com\/wp-content\/uploads\/2015\/09\/loyalty-program-RESIZE.jpg 900w, https:\/\/www.valpak.com\/wp-content\/uploads\/2015\/09\/loyalty-program-RESIZE-300x200.jpg 300w, https:\/\/www.valpak.com\/wp-content\/uploads\/2015\/09\/loyalty-program-RESIZE-768x512.jpg 768w\" sizes=\"(max-width: 150px) 100vw, 150px\" srcset=\"https:\/\/www.valpak.com\/wp-content\/uploads\/2015\/09\/loyalty-program-RESIZE.jpg 900w, https:\/\/www.valpak.com\/wp-content\/uploads\/2015\/09\/loyalty-program-RESIZE-300x200.jpg 300w, https:\/\/www.valpak.com\/wp-content\/uploads\/2015\/09\/loyalty-program-RESIZE-768x512.jpg 768w\" \/><\/figure><span class=\"crp_title\">How Loyalty Programs Boost Dining & Entertainment Sales<\/span><\/a><\/li><li class=\"related-post card\"><a href=\"https:\/\/www.valpak.com\/advertise\/blog\/u-s-grocery-spending-trends-clean-up-on-aisle-everything\" class=\"crp_link post-24902\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"100\" 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Leone","author_link":"https:\/\/www.valpak.com\/advertise\/author\/jleone"},"uagb_comment_info":0,"uagb_excerpt":"Niche Grocer Uses Direct Mail, and the Difference in Results is Like Apples to Oranges Marketing Objective Valpak partnered with a specialty food grocer \/ regional franchise to design a marketing strategy that measured the effectiveness of a direct mail postcard campaign targeted to current grocery store customers and prospects of high-quality food items. Program…","_links":{"self":[{"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/posts\/24165","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/comments?post=24165"}],"version-history":[{"count":3,"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/posts\/24165\/revisions"}],"predecessor-version":[{"id":24169,"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/posts\/24165\/revisions\/24169"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/media\/24166"}],"wp:attachment":[{"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/media?parent=24165"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/categories?post=24165"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.valpak.com\/advertise\/wp-json\/wp\/v2\/tags?post=24165"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}