Save-A-Lot Delivers to Bring In New Shoppers
Nothing says "we want you as a customer" like free groceries.
Instead of taking
more traditional approaches to a new store opening, such as newspaper inserts,
ads or radio spots, a Save-A-Lot in Louisiana decided to go directly to potential
customers in the area with bags of free groceries.
In a test in a small
town about an hour outside of Baton Rouge, Save-A-Lot delivered a bag filled
with $10 – $20 worth of shelf-stable store brand items to about 1,000 homes
within a mile-and-a-half radius of the store.
Mark Kotcher, director of brand marketing
and design for Save-A-Lot, told Advertising
Age, "We’re always looking for new ways to break through. A lot
of grocery advertising today is people saying ‘Our prices are the lowest,
our prices are the lowest.’ Well, we believe in proof points and what better
way than to take it right to [the customer’s] front door?"
invited those receiving the free products to let their friends and neighbors
know all about it. According to the article, one person wrote on Facebook, "Dearest
neighbors … come home for lunch! It seems there are free groceries being
delivered by Save-A-Lot to your door steps."
"It’s been tremendously successful," Mr. Kotcher told Ad Age. "We’re
glad it has legs, and we’re thrilled that it’s become part of the social-media
Discussion Question: What do you think of Save-A-Lot’s approach to attracting
shoppers to its new store in Louisiana? Does this type of direct marketing promotion
have applications beyond new store openings?
- Save-A-Lot Stretches Media Budget by Delivering Free Groceries Test Run in Louisiana Town Likely First of Many – AdAge.com