GEORGIA-PACIFIC TARGETS SHAW'S SHOPPERS

Carol Angrisani

ATLANTA -- The Georgia-Pacific Corp. here is using an e-mail newsletter from Shaw's Supermarkets to distribute a coupon connected to its Dixie brand, according to CoolSavings.com, the company that's powering the coupon.

Included in an e-mail to shoppers who hold a rewards card from Shaw's, West Bridgewater, Mass., and its Star Market banner stores, is an offer for a free 120-count package of Shaw's napkins with the purchase of any two packages of select Dixie products, including plates, bowls and cups. To get the coupon, consumers click on a link contained within the e-mail.

The promotion marks the first time a marketer is using CoolSavings' proprietary Coupon Technology Solution, which the company has just made available to marketers for the first time, according to Matt Moog, president and chief executive officer of CoolSavings, Chicago, an incentive marketing company. The technology enables marketers to provide printable coupons directly on Web sites, and also in e-mails and banners. Other companies, including FreeSamples.com, offer similar technology.

Moog said the technology enables manufacturers to strengthen their own promotions and also those conducted with retailers.

"This is an extension of the trade-promotion concept that retailers and manufacturers have had for a long time," he said.

Georgia-Pacific officials were unavailable for comment.