COPPS TARGETS TOP-SPENDING CUSTOMER

COLE CORBIN

STEVENS POINT, Wis. -- Copps Corp. here is strengthening ties to its top-spending customers with the introduction of a quarterly newsletter, mailed to the homes of select members of its frequent-shopper program. The first issue was distributed last month to the top-spending 50% of cardholders in the retailer's Key Card loyalty program.

"By having a card program we knew who our top-tier customers were," said Kris McLaughlin, vice president marketing, Copps. "We wanted to provide an extra award for them, while reinforcing the benefits of membership in our program."

The six-page, full-color newsletter will include "a message from the Copps Family, an appeal for customer input, information about a new sub-club for pet owners and educational articles on safe food handling and preparation," she added.

"This kind of personal dialogue will go a long way toward strengthening our relationship with our best customers, she added."

The newsletter also features two special marketing offers from non-grocery companies, which will change with each issue. In the April issue, special offers from Alamo Rent-A-Car and Embassy Suites were offered.

Copps, a privately owned company that operates 18 supermarkets in Wisconsin, has run the Key Card loyalty program since September 1997. The newsletter is provided by First Marketing Company, Pompano Beach, Fla.