ShopRite Set to Launch YourBucks Mobile Club

JULIE GALLAGHER

KEASBEY, N.J. — After a successful pilot, ShopRite supermarkets will launch YourBucks mobile coupon program this week, SN has learned.

Powered by Catalina Marketing, St. Petersburg, Fla., the program targets enrolled shoppers with relevant offers via text message. ShopRite was one of many retailers Catalina tested the program with. Sixty CPG companies also participated.

As part of the pilot, shoppers were invited to enroll via a message that printed with their receipt at the register. Catalina funded a $1 off — redeemable on their next visit — as incentive to join. Loyalty cardholders sent a text message with their loyalty card number to enroll. Then they'd received a relevant offer via text message.

During one phase of the ShopRite pilot, members received between one and eight messages — depending on purchase history — during an eight week period. An offer might, for instance, invite a frequent cereal buyer to purchase two specific brands in the category and get $1 off a third. The $1 off coupon would print with her receipt after she fulfilled her purchase obligation and swiped her loyalty card. She could then redeem the offer on her next visit.

Catalina used the same shopper insights and engagement methodology to power the pilot as is used with its in-store print communication offers.

“We use this data to give our customers offers that are relevant to them; and, that personalization provides an incentive for our consumers to spend more with us than the competition,” said Cheryl Williams, vice president of marketing for Wakefern Food Corp., in a statement. Wakefern is a retailer-owned cooperative whose members own and operate more than 200 ShopRite stores.

Because more than one trip was required to redeem an offer, the test resulted in double-digit lifts in spending and incremental visits to participating retailers, according to Catalina. “This proved to be very effective in driving desired behavior for both brands and retailers — which is our ultimate objective,” Chris Henger, executive vice president and general manager of digital solutions for Catalina, told SN.

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