For an increasing number of Americans, a trip to the supermarket to buy groceries begins not with grabbing recyclable bags, or putting fuel in the car, but with checking their email.
Mailer Name: Ralphs
Date Emailed: February 26, 2016
It used to be pretty simple. You would get a weekly circular from your local stores, maybe in the mail or inserted in the newspaper, and together with manufacturer coupons and your list, head out the door. But no more.
The top part of the email's HTML centers on a coupon for a free item. Customers can download this coupon via the button provided, and then logging in to their account. A navigation bar at the very top allows them to access their account information, including point totals, as well as check out their local store’s circular or other content.
The next block below, the "savings center," provides a convenient way for them quickly find other coupons to download to their device. Nest, the "promotions" block highlights a variety of special content, such as recipes, sales, or in this instance, a “use 5 times” upper limit on individual coupons, as well as “daily deals” on store brand products from Ralphs and its corporate siblings.
Instead of leveraging huge amounts of data to make personalized offers, it makes sense for Ralphs, at least now, to keep some email communications with their customers as comfortable and simple as possible.