United Offers Free Cookware

CHRISTINA VEIDERS

LUBBOCK, Texas — United Supermakets here began running this week a 19-week cookware promotion in which shoppers can obtain professional-grade cookware, with suggested retails from $39.99 to $99.99, for free.

The promotion gives United shoppers three different ways they can obtain pieces in the 10-piece Thomas Rosenthal culinary set.

For every $10 spent at United’s stores, shoppers receive a $10 bonus sticker to be applied toward free redemption of the cookware. Sixty bonus stickers would be needed to receive a non-stick stainless steel fry pan, valued at $39.99, for free. Shoppers also could pay $9.99 for the same item with 30 bonus stickers. Or, they could purchase the item for its full retail price.

The promotion, exclusive to United, runs through March 29.

The retailer is touting the offer on its website, in newspaper ads and on radio. The free cookware is prominently featured at stores with outside and in-store banners, balloons, end-caps and freestanding displays, as well as cross merchandising at the deli and other areas of the store. Floor graphics state, “buy your pet needs here and earn free cookware faster or stock your pantry and earn free cookware.”

Wes Jackson, United’s chief merchandising officer, told SN the retailer is projecting a 4% sales lift as a result of the promotion. He said 95% of the cookware that is redeemed is expected to be free rather than purchased at a reduced price or at retail.

According to Jackson, the promotion represents one of several new tactics the retailer has planned through 2011 to give greater focus to housewares categories.

“We are in the food business so if we can tie in food preparation at home with any kind of education and make it more convenient and more fun to promotions like this, we think it is a good thing,” Jackson said.

United worked with TCC, Westport, Conn., which designs shopper reward programs for retailers, on the promotion.