SPRINGFIELD, Mass. — Big Y announced today that it will be the first grocery chain to offer Groupon deals digitally loaded to shoppers’ loyalty cards.
Big Y’s first Groupon offer, distributed among Springfield subscribers today, is for a newly introduced Shellfish Grill Pack, including lobster tails, mussels, clams and other seafood suitable for grilling, which retails at $39.99 and is being offered at a 40% discount for $24.
The 61-store chain is partnering with software firm Incentive Targeting and marketing firm HaloEffect as well as Groupon, noted for facilitating social buying arrangements.
For this test, after shoppers purchase the Groupon offer and enter their Big Y Express Saving Club membership number, the Shellfish Grill Pack deal is electronically loaded to their shopper’s loyalty card.
When shoppers purchase the promoted products at a Big Y supermarket, the deal is automatically credited at checkout.
According to a statement, Big Y becomes the first multi-store grocery retailer to run a Groupon deal, and the only retailer of any kind to fully integrate Groupon offers to their loyalty card system.
“As pioneers in loyalty cards for retail, we are excited to partner with Groupon and Incentive Targeting to test social buying with our shoppers,” said Michael D’Amour, vice president of sales and merchandising for Big Y Foods, in the statement. “We anticipate that we will attract new customer interest as we explore new avenues in interactive customer marketing.”
"The grocery retail industry is a fantastic opportunity for us that has been largely untapped,” said Darren Schwartz, senior vice president of sales for Groupon.
Via the loyalty platform, Big Y can measure the effectiveness of the program in real time, including how many new shoppers have been engaged, and follow up with targeted programs.