Stouffer's Dinner Club

I read about the Stouffer’s Dinner Club promo in Promo Magazine this weekend. In a nutshell, Stouffer’s is doing a nice twist on the traditional points system promotion by adding an auction aspect to it. Basically get 100 points for registering, 20 points for each code entered off a pack and some additional points for filling out surveys (great way to entice more consumer info out of folks and make them feel good about it).

So I went online, registered and then found myself at the store a day later. And what do you know; Stouffer's were on special, “buy 6 for $12 dollars”. What a deal!!! Plus, that’s another 120 points in the Stouffer’s Dinner Club. So I bought six and upon check out received this!

Not only did the lovely Catalina coupon drive back to the site to enter points, it further rewarded me with an additional $2.00 off next time. Now, whether I will leave it on my desk or actually remember to bring it to the store, I don’t know. But I certainly am feeling pretty good about my friends at Stouffers right now.

Shopper Culture Blog

If you haven't seen it on Craig's Blog or Sean's Blog, you're seeing it here. We have started a Shopper Culture blog which if you read this blog, you should check out immediately. As it says in the logo... its "a global discussion about the impact of shopper culture on brand strategy".

So please go read, bookmark and comment, as our intention is creating discussion.


Instant Consumer Segmentation

I’m straying a little outside the store on this one into Morgan's territory, but its still retail related...
So I was on smartsource.com checking out who is utilizing the world of online coupons and ran across something interesting. Instant self-reported segmentation. Instead of the usual "click here" for your coupon, you "clicked here" to reveal your savings, after answering 2 questions.

So I clicked. I was presented with a frequency of purchase question as well as a usage question. As I have never bought Greased Lightning before I answered never for purchase frequency and Kitchen for my “toughest cleaning area”. And POOF, much to my delight, my coupon value was upgraded from 55 cents to $1.25 off.
In a world where not every product needs or gets a big promo site with drives for registration, this is a great approach to be smarter about coupon distribution.


Consumers Sip, Rather than Gulp, Green Kool-Aid

Interesting article found today on Marketing VOX regarding the world of Green and how much consumers actually care. Based on a new Yankelovich study, the article points out that despite a glut of media coverage, a relatively small percentage of consumers are really passionate about being Green.

Yankelovich illustrates the degree to which all consumers - from “Green-less” to “Green-Enthusiasts” - are likely to buy a product based on its green features:

  • Green-less (29%) Unmoved by environmental issues and alarms
  • Green-bits (19%) Don’t care but doing a few things
  • Green-steps (25%) Aware, concerned taking steps
  • Green-speaks (15%) Talk the talk more than walk the walk
  • Green-thusiasts (13%) Environment is a passionate concern

While the largest percentage of Americans are “unmoved”, those “passionate” can still be a valuable niche. At 30 million strong they are nothing to snicker at, they simply should not be viewed as a mass audience.

Further, this is, to a large degree, a corporation driven movement based on good PR, and the reality is that as “organizations are required to meet strict federal and state environmental regulations - often at huge expense - it makes sense to try and leverage “new and improved” green product to consumers.

As more marketers are finding Green is not just the color of money anymore, it'll be interesting to see which campaigns hit on the right message for the right audience and which just throw it out to the masses falling mostly on deaf ears?

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