As this email shows, the way to your grocery store is through your customers’ stomachs.
Mailer Name: The Fresh Market
Date Emailed: March 24, 2017
“Buon Appetito! Italian-Inspired Sampling Events and Recipes” reads the subject line of a recent email. But this tease – to get customers in-store - tells only part of the story.
At top, a selection of Italian staples (mozzarella, tomato, basil) appears in a heading announcing a weekend food sampling. “Indulge, Refresh, Savor,” it says of the event.
Next, four blocks showcase 2 types of breads and 2 desserts, all well-known favorites. 3 of the 4 foods pictured so attractively are made in-store, adding to their appeal to the customer.
The section that follows shows other Italian items, like sparkling water, and gelato. A call to action button clicks through to the website to look at the store’s weekly specials.
It tantalizes the reader with “Inspirational recipes for all three courses.” Again, images of the three foods add to the temptation. Clicking on any one of them, or on the call to action button, leads to a recipe page on Fresh Market’s website. Recipes for other foods also appear here.
Closeup, high-quality visual content abounds on the supermarket’s website, including the recipe page. These two pieces are easily understood, and provide value to the customer in several ways.
First, they bolster the store’s credibility as a warm, thoughtful, and well-curated place to shop. And second, they offer something of immediate, practical usefulness.
The customer experience begins with content that whets their appetite for more, and maybe, in-person.