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Retailers Perk Up Holiday Happenings

Chances to win high-value prizes are retailers' gift to shoppers this season. Ray's Food Place has made its foray into online promotions by teaming with Catalina Marketing to create an interactive online game. As part of Ray's Holiday Treasures, shoppers who spend over $25 get a printed coupon at checkout. The coupon either states that they're an instant winner, or it contains a unique

BROOKINGS, Ore. — Chances to win high-value prizes are retailers' gift to shoppers this season.

Ray's Food Place has made its foray into online promotions by teaming with Catalina Marketing to create an interactive online game. As part of “Ray's Holiday Treasures,” shoppers who spend over $25 get a printed coupon at checkout. The coupon either states that they're an instant winner, or it contains a unique promotional code directing them to the Ray's website.

Instant prizes range from $5 off your next order to a $100 Ray's gift certificate.

Shoppers who visit the site can enter their code to see if they've won a prize, ranging from a $10 gift certificate redeemable at dozens of national retailers to a $20,000 car.

Running in all 50 of the Ray's stores through Dec. 25, the promotion is a way for the retailer to differentiate its stores, said Ray's marketing director, Dan Cepeda.

“We're an independent that goes up against the likes of Kroger and Safeway,” he said. “We felt that as we continue to grow, it's time to make use of the Internet.”

Ray's is funding the promotion with support from brands including Kraft and Nestlé. Sponsors' products are featured with price reductions and floor displays.

The program is Catalina's first retailer-specific program involving capabilities that combine in-store purchases with online interactive promotions.

Other retailers are adding pizzazz to their winter promotional calendars. Safeway is awarding double airline miles to customers who spend $2,000 with their loyalty card through Dec. 31; and shoppers who sign up for Harris Teeter's e-VIC program through Dec. 31 are automatically entered to win $5,000 in cash. E-VIC sends weekly email notifications when frequently purchased items go on sale.

Grocers are also boosting excitement for their private labels.

Twelve shoppers who enter Hy-Vee's “Holiday Brands for Grands” promotion will be visited by special “Brands” crews.

Winners will be awarded $100 for every Hy-Vee store-brand item found in their homes, up to $2,500.

“The fun part is the ‘shock and awe’ factor when the store director and TV crew show up at their door,” said spokeswoman Christine Friesleben. “They either forget they signed up or they figure the odds are slim that their name will be drawn.”

It's common for people to win $2,500 because they've loaded up on store brands, including Hy-Vee, Hy-Vee Grand Selections, Midwest Country Fare and Hy-Vee HealthMarket. “A great many [customers] make sure they have enough private-label items on hand when they sign up,” Friesleben said.

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