Targeted Print Pays Dividends for Giant Eagle

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Giant Eagle regularly sends targeted mailers with coupons to generate store traffic and to build incremental sales. The retailer partners with its vendors to stimulate consumer demand for specific product lines.

This long-established direct mail program has routinely produced positive returns for the retailer and its vendors. The retailer rigorously studies the mailer’s metrics to measure results.

Challenge:

As the grocer’s mailing list grew when the chain’s store count grew, Giant Eagle looked to Heeter to propose a solution that would be more cost-effective and to speed delivery.

Solution:

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In late summer the grocer was planning to mail a 32-page Back to School mailer. The book would feature 48 total offers with a circulation of a quarter of a million engaged and occasional customers who purchased 4 or more of the featured offers in the past.

Heeter proposed to print the mailers on bigger sheets, allowing it to fold and stitch ‘2 up’ vs ‘1 up’ which would allow Heeter to cut the price significantly as well as to reduce the production time.

Results:

The direct mail piece came in ‘on budget’ and with a faster turnaround.

The mailer was one of the grocer’s best-producing books ever – generating over $750,000 in incremental grocery sales.

Some other highlights:
• 20% of targeted customers redeemed at least 1 coupon.
• Among those who redeemed, the average household used 3 coupons.

“This book did extremely well,” said a Giant Eagle Analyst. “One of the most successful ever!”

“We sought an innovative solution from Heeter on how to make this long standing mailer more effective given the growth in
distribution and expenses. Heeter provided a straightforward solution that paid off with a highly productive campaign.”

 

JODY NEISWONGER, GIANT EAGLE PRINT PRODUCTION