Viewpoints

Retailers Get an A+ for School-Related Promotions

RSS

Kids aren't the only ones dusing off their thinking caps this back-to-school season. Food retailers are likewise getting into the spirit by devising crafty plans for capitalizing on this lucrative time of year.

Efforts enlisting participation from local schools seem especially clever. Some even center on lessons with potential to become part of the curriculum.

Take, for instance, an ingenious plan being considered by C&K Market, Brookings, Ore. It's tossing around the idea of turning its environmental rewards loyalty program into a student competition.

Here's how it works: Shoppers who use their reusable bags rather than plastic earn an EcoUnit credit for each bag. Credits can be “spent” on projects like tree planting. The student with the most credits (the environment and C&K Market) wins.

Deciding to get kids involved in this type of project seems like a no-brainer. In fact, marketers would be hard-pressed to find a more effective tool than a persistent child advocating for something they've learned the importance of at school. Not only would bringing reusable bags be drilled into mom's subconscious, so would shopping C&K Market.

But it doesn't take the adoption of an entirely new program to keep parents of school-age kids shopping your store.

The Kroger Co. recently extended into the upcoming school year a new spin on Campbell's 36-year old Labels for Education program.

Since its inception, it's required that parents hoping to help their child's school earn supplies, save and send UPC codes from the labels of participating Campbell's products.

But in this day and age, label clipping is antiquated and inconvenient, and since it's easy to forget — an ineffective sales driver.

It also doesn't necessarily benefit specific retailers. The cause marketing program is Campbell's, so it doesn't steer mom to a particular chain.

Enter Kroger's E-labels for Education program, which allows Kroger shoppers to register their loyalty card number at elabelsforeducation.com, and enroll their child's school in the Campbell's program.

From then on credits are automatically applied to their school's account when an eligible purchase is made with the loyalty card.

Smart, if you ask me, since no other chain is offering it.

Kroger's sales of Campbell's products have likely increased as a result, especially since more than one-third of the 100,000 Kroger shoppers who signed up for the online program never sent UPC codes as part of the offline program.

Fresh & Easy Neighborhood Markets has also improved on its Shop for Schools program, which allows registered schools to receive $1 cash donations for each $20 spent at their local store.

The chain moves to the head of the class for extending its run through Dec. 31, and adding a shopping night where schools can earn 5% of all that's sold.

Moves like these not only help schools manage dwindling budgets, but leave a big impression on little ones with growing spending potential.

Respond to SN's Viewpoints online at supermarketnews.com

Contributors

Liz Webber

Liz Webber is Engagement Director / Fresh Market Editor at Supermarket News. She covers fresh foods for the magazine and creates multimedia, blog posts and other content for the website. She joined...

David Orgel

David Orgel is executive director, content & user engagement, of Supermarket News (SN) and its website, SupermarketNews.com. Orgel delivers his opinions on industry trends through a bi-weekly...
What's Viewpoints?

In their Viewpoints columns, SN editors give their perspectives on current industry issues.

Blog Archive
Penton Media Food Group and Related Sites

Sponsored Introduction Continue on to (or wait seconds) ×