Unilever and Jewel-Osco Go Grouponing Together
Groupon and Incentive Targeting announced today that they are working with Unilever and Jewel-Osco on a promotion that allows consumers to purchase $15 worth of Ben & Jerry’s, Breyers, Good Humor, Klondike and Popsicle ice cream for $9.
Customers place their order through Groupon and then can pick up the deal using their Jewel-Osco Preferred Customer Card. If they don’t have a card, they are invited to join. Consumers don’t need to bring anything other than the card to the store to get the deal.
This is not the first deal that Groupon has done with a CPG company or grocery chain this year. General Mills ran a program in April while Big Y ran another last month.
"We think this is a fabulous deal and a great way to let our consumers bring home a selection of their favorite ice cream in the heat of the summer, as well as to introduce new consumers to our products," said Marc Shaw, director of shopper marketing for Unilever North America, in a press release.
"We are thrilled to begin testing Groupons for grocery in Groupon’s hometown," said Kat Kozitza, Supervalu’s director of interactive and direct mail marketing. "As one of the leading retail grocery chains in Chicago, Jewel-Osco offers an extremely convenient way for shoppers to pick up their Groupon deals."
While Groupon has been criticized for appealing to deal seekers instead of loyal customers, a source familiar with the matter told RetailWire, "Supervalu sees this first Jewel-Osco Groupon as one test of the platform. Provided that all tests go well, the intent on all sides has been for this to become a regular Supervalu program."
- Groupon and Incentive Targeting Launch Groupons for Grocery in Chicago – Groupon/Incentive Targeting, Inc./BusinessWire
Discussion Question: Will Groupon become a more prominent marketing tool for CPG and grocery retail now that it can be tied to loyalty programs?