Digital coupon initiative works for SpartanNash

Shifting away from a points-based loyalty program to digital coupons has enabled SpartanNash to engage more shoppers, Linh Peters, VP of marketing, said at the Shopper Marketing Conference & Expo in Minneapolis.

The company moved away from the points-based program about a year ago in favor of a digital coupon initiative with Inmar.

The change was made after research showed customers didn’t fully understand or participate in the points-based system.

“It wasn’t changing their behavior,” Peters said.

Offering digital coupons has enabled it to reaching new audience while transitioning current customers.

One of its key learnings is that digital coupon users aren’t just price-sensitive moms.

“We thought it would be mostly extreme couponers, but it’s not,” she said.

Rather, 35% to 40% of users are male; 30% have a household income of $100,000 or more; and 25% are under the age of 34.

“We learned that it’s not just about the discount. It’s about saving time and getting value,” she said.

SpartanNash promotes the new service via in-store signage, direct mail, emails and in the weekly circular.

Shelf tags highlight the savings digital coupons provide on specific items.

“We’re doing the math for customers to show there’s a value,” she said.