ST. LOUIS — “Schnupons” are the latest installment in a wave of new digital coupon programs at Schnuck Markets.
Schnupons are rich-media mobile coupons delivered exclusively to those who text the word “Schnucks” to 223344. A new Schnupon is sent every day. Offers have included 75 cents off Claussen pickles; $1 off Velveeta cheese; and Orchard 64-ounce juice, buy-one, get-one free.
Shoppers must have MMS capability on their phones to access the offers.
Launched last month, Schnupons follow two other new digital savings — “Drive-Time Specials” and “Wednesday Wows.” These offers can be printed or shown from smartphones.
All three programs are designed to improve consumer engagement and boost the number of shopping trips, said Larry Maggio, the retailer’s director of marketing services.
Launched in September, Drive-Time Specials are Facebook coupons that anyone can download from the Schnucks Facebook wall.
The offers are kept secret until about noon on Friday, and are valid the same day from 3 p.m. to 7 p.m. — when many people are driving home from work or activities, and looking for meal ideas.
“This is the time when many people are saying, ‘What’s for dinner?’”
Maggio told SN.
Drive-Time Specials combine several ingredients needed to make an easy, affordable meal, like a pizza, salad and drink for $5.
While many Drive-Time Specials are for dinner solutions, dessert combos have also been offered. A recent Drive-Time Special was for a half-gallon Prairie Farms Ice Cream, one Duncan Hines Layer Cake Mix and one Duncan Hines Frosting — all for $3.
A month after Drive-Time Specials came out, Wednesday Wows were launched.
Wednesday Wows are Facebook coupons posted each Wednesday for 24 hours, and redeemable through the following Sunday. There are typically four weekly coupons for a meat, deli, produce and bakery item. Past offers have included $5 off a 12-piece chicken; $2 off Schnucks Deli Prepared Salads; and $1 off Schnucks muffins.
Unlike Drive-Time Specials, which anyone can print, users must “like” the Schnuck Facebook page to obtain Wednesday Wows.
This was done to ensure that consumers made repeat visits to the Schnuck Facebook page, said Maggio.
“We didn’t want it to become a straight-forward coupon deal,” Maggio said. “We want them to have a conversation with us. And they’re willing to do that.”
All three promotional tools are designed to give shoppers an incentive to visit a Schnucks store.
“If someone who had not planned to visit Schnucks sees a coupon they like, and now visits a store, that’s what I want,” Maggio said. “We want to change their shopping behavior.”
Social media is an effective way to do that, said Maggio. So much so that Schnucks created the new position of digital specialist.
Christy Stouffers, who filled the role, is in charge of posting, monitoring and responding to Facebook and Twitter comments.