PIGGLY WIGGLY CAROLINA INTRODUCES LET'S GO SHOPPING

CHRISTINA VEIDERS

CHARLESTON, S.C. -- Piggly Wiggly Carolina here will launch in September a new electronic coupon program chainwide in 120 stores as an adjunct to its PFC loyalty card.

The program from In Store Media Systems, Aurora, Colo., and Let's Go Shopping, Cos Cob, Conn., consists of a monthly coupon booklet containing 20 to 40 national consumer packaged goods manufacturers' items that will be mailed to customers and distributed in the stores. The back of the booklet contains just one UPC code that the cashier scans for customers to get the discount on featured items in the booklet. Savings per item will average between 15 and 50 cents, according to Piggly Wiggly officials. Generally, customers can redeem the discounts on items as many times as they want during the month the items are on special discount.

The program, titled Let's Go Shopping, will be exclusive to Piggly Wiggly in South Carolina and Savannah, Ga., said Jennifer Dingler, PFC coordinator for the chain. In addition, the electronic program saves the retailer the cost in labor to process coupons and the time in waiting for the manufacturers' reimbursement.

"We're always looking for ways for our customers to save money," said Diane Colgan, Piggly Wiggly's director of marketing. "We'll continue to do all the things we do with our PFC card, and this is in addition to that." Eventually, she said, the program could be tied into the retailer's loyalty program. However, general distribution is planned for the initial launch.

This is In Store Media Systems' first launch of the program that is currently in test at four Piggly Wiggly stores. According to George Sattler, senior vice president of strategic planning for In Store Media, participating manufacturers are also offered category exclusivity in the program. He declined to list the participating manufacturers. In Store Media is working in conjunction with Acosta Sales & Marketing, Jacksonville, Fla., to market the program to manufacturers.

Beside having category exclusivity, Sattler said the advantage for manufacturers is to have instant, store-specific marketing data. It also provides manufacturers with continuity by allowing them to plan promotional items six months to a year out. In Store Media has a yearlong contract with Piggly Wiggly, said Sattler.