Kroger’s Direct Mail Treats Its Best Customers
Direct mail is a key component of customer communication for a giant grocery store chain.
Mailer Name: Kroger
Date Mailed: March 2016
The largest supermarket chain by revenue in the country, Kroger has invested in systems that leverage data on its customers’ purchases. One of the results is this direct mail piece. Measuring 4-3/4”x7”, this folded self-mailer was sent to one of the store’s best customers.
Like many of its mailings, this one puts an appealing food image on the cover. The headline there promises “Springtime Savings”. The address side actually mentions a little more: “Recipe and Coupons Inside!”
Inside, the left side panel has a vertical pocket. On it, a brief note thanks the customer for their loyalty. “We hope these extra savings – and this citrusy treat – help make your spring get-togethers even sweeter.”
The sleeve contains two sheets of twelve coupons specifically designed for each household. They are tailor-fit to each of the store’s customers based on their purchases. So, in this instance, there are manufacturers coupons for products by Barilla, Balance Bar, Advil, Maybelline, and Revlon. There are also coupons for some of Kroger’s own store brands.
The right side panel shows a recipe for Lemon Drop Tartlets, which were displayed on the front of the mailing. Including a recipe is a common practice for Kroger and it’s a good way to keep an audience engaged.
Understand what your individual customers buy and how to keep their loyalty.