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Martin Mehalchin

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Lenati, LLC

Safeway's Loyalty Program Makes Print Ads Obsolete

February 26, 2013

FROM RETAILWIRE:
Safeway could be ready to stop running print ads as early as the end of this year, according to the company's chairman and CEO Steve Burd. Do you see many other grocery chains in addition to Safeway eliminating print ads in favor of digital marketing offers in the future?      [more...]

MY COMMENTARY:

Yes, Safeway is a clear leader with this program and as it continues to succeed, others will follow. This is the same meta trend that killed classifieds.

What will be interesting to see and what I don't think we know the answer to yet, is how grocers and other heavy circular advertisers will do acquisition marketing once they've reduced print as a part of their mix. I'm sure they will find a way, the cost savings are just too compelling.

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