BRODBECK LAUNCHES WEB SITE WITH PAPERLESS COUPONS

LINDA PURPURA

PLATTEVILLE, Wis. -- Brodbeck Enterprises here, operator of Dick's Supermarket, launched its new web site, which features paperless coupons, earlier this month.

With paperless coupons, discounts are electronically transmitted to the store and deducted from the shopper's total at checkout, without generating any paper.

Consumers who are members of the retailer's frequent-shopper card program, the Savings Club, are entitled to the electronic discounts. Consumers who are not members will be able to join on the web site, www.dickssupermarket.com.

"The frequent-shopper card is an integral part of the site," said Ken Robb, senior vice president of marketing at Brodbeck. "Consumers will be able to apply for the card, change their address, obtain information and make requests for replacement cards as well as read announcements on new features and benefits of the program."

Electronic coupons are also available through the Club Saver shopping list program, which consists of product offers based on individual household purchase data, and mailed to Savings Club members. This version, which was tested last year, will be relaunched in April. However, consumers will also have the option of receiving the list via e-mail.

"The site will reference the shopping list as coming soon," Robb said. "Most of our customers are familiar with the shopping list program, so they'll know what that means."

For now, Savings Club members visiting the site can receive paperless offers, called Dicks Online Coupons. These are provided by Planet U, San Francisco.

"The users must enter their names and Savings Club numbers to sign in and proceed further," Robb said. "This information is verified live on-line against our database of club members.

If there is no match, the person won't be able to continue."

If problems persist upon re-entering their numbers, customers can e-mail Dick's Supermarket for assistance.

"If someone is just trying to get in and isn't a Savings Club member, the person will be asked to go to the Savings Club area of the web site to become a member," Robb said. "Their application is submitted by e-mail and we get back to them in two days. Once we approve their application, the person can be back on the site in two days with their valid number."

Consumers who enter the web site's on-line coupon area will be given the option to provide personal profile information. Based on the information, Dick's Supermarket will provide offers that are specific to their lifestyle and demographics.

Initially, consumers will be presented with about eight offers for the retailer's private-label products and items from its perimeter departments. At first, the perimeter department will be limited to bakery items, though that will be expanded within the month.

On these initial eight coupons, "if they visit the site more than once in a week, they will only be presented the coupons they haven't selected," Robb said. "But if they come back to the site the following week, they'll be presented with the whole list again.

"If we see a lot of consumer interest represented not only by selecting coupons but completing the personal profile, then we're going to want to further encourage that involvement by very quickly developing other promotions for them to look at," said Robb.

"If response is low, then in all probability we're going to wait until we get some experience before we develop additional strategies. Right now, to be honest, we just really don't know how frequently we're going to need to update that, if it's weekly, biweekly or monthly. We know it is important to keep it fresh so that consumers are not looking at the same thing every time they come to the site."

The web site was developed for Dick's Supermarkets by Webstop, Palm Harbor, Fla.