Tuesday, July 2, 2013
Cross posted from the Google Commerce Blog
Since its launch in January, Zavers by Google has partnered with leading regional supermarkets, like D’agostino, BI-LO/Winn-Dixie and Associated Food Stores, to reward customers with relevant coupons. The digital coupon solution also helps retailers and manufacturers increase shopper spend and basket size.
Price Chopper, an innovative 81-year-old supermarket chain based in New York, worked with Zavers to engage their loyal shoppers in a new way, and saw significant results. Price Chopper was looking to optimize their coupon marketing campaigns and deliver more effective coupons to their customers’ rewards cards. After researching multiple digital coupon solutions, Price Chopper teamed up with Zavers by Google to seamlessly integrate their website and mobile app with the technology to load coupons directly to customers’ rewards cards.
“Digital coupons make it easier for shoppers to get savings at the moment they’re deciding what to buy. Plus, with automatic redemption at checkout, our cashiers don’t have to spend time scanning paper coupons,” says Heidi Reale, Price Chopper’s Director of Shopper and Digital Marketing.
After implementing Zavers by Google, Price Chopper saw significant gains in basket size, trip frequency, and weekly spend amongst its best customers. Internal analysis revealed that loyal shoppers who spent 50 percent of their share-of-wallet with Price Chopper also represented 43 percent of all their Zavers digital coupon users, which meant that these shoppers make up a valuable segment of their customers.
Furthermore, a Price Chopper comparison analysis of shopper spending habits showed that among shoppers who engaged with Zavers e-coupons, the average total monthly spend of active customers increased by 10 percent.
“We are very happy with the results so far,” Reale says. “We see e-coupons as a way to reward our best shoppers, the ones who spend the most with us and visit us the most. With Zavers by Google, we don’t simply deliver a coupon to someone’s card. We deliver it more effectively in a way that generates a better ROI for both manufacturers and retailers.”
To learn more about Price Chopper’s success with Zavers by Google, download the full case study. Visit google.com/zavers to learn more about Zavers’ digital couponing solution or contact our sales team at g.co/contact-zavers