ST. LOUIS -- Schnuck Markets here is targeting new St. Louis residents with a private-label direct-mail program.
the area. Items include a 22-ounce bottle of window cleaner, paper towels, Latex gloves, Super soda and sandwich bread. A free video rental and a fresh floral bouquet (a $4.99 value) are also offered.
Copy on the front of the flyer reads "You just moved in. . ." Inside is a picture of a couple unpacking Schnuck-brand products, along with the copy, "Now it's time to get settled in! With just one stop at your neighborhood Schnuck, you'll find everything you need to make your new house feel like a home! The back of the mailer lists various Schnuck locations. "When people first move into a neighborhood, they look around for a supermarket to get their food. It's when people change their buying habits," Suzanne Bremehr, the chain's direct-mail supervisor, told SN. "We hope to get them to shop at Schnuck."
The project is joint venture between Schnuck and GTE Directories, Tampa, Fla., which is a member of the Direct Delivery Network, a group of Yellow Page publishers. Using Yellow Page resources, GTE mails the flyers to people who have just moved to the area.
Though Schnuck ran a self-mailer in 1996, this is the first year that it went through the DDN, according to Bremehr. The program will continue in 1998.
"Our hope is that it will encourage people to use our private label," Bremehr said. "If they get our products for free, we feel that when they see the price difference, they'll come back and buy more."
The coupons are valid through Dec. 31 with an additional $10 purchase. One coupon can be used per trip. New coupons will be offered next year.