LaBonne’s Harnesses the Power of Shopper Data and Analytics
LaBonne’s Markets unites with Market Basket Rewards, leveraging technology to drive sales, lower costs, and achieve competitive advantage.
Troy, MI (PRWEB) November 10, 2009 -- At the turn of the century, “going to where the shoppers are” meant delivering meat from a horse and wagon like master meat cutter, George LaBonne. Today, technology has added a host of customer engagement tools for the savvy retailer. Bob LaBonne Jr. upholds family traditions spanning five generations of “meating” customer needs by extending store services, adding new merchandise categories, and now, introducing a loyalty platform designed to engage shopper segments and reward top shoppers.
It is with customer lifetime value in mind that Bob Jr. has launched “LaBonne’s Great Rewards” powered by Market Basket Rewards, Inc. “Integrating technology into our marketing program is necessary in order for retailers to survive and thrive. I was searching for a way to maintain our brand identity in the communities we serve while leveraging the ability to gather valuable customer data. Market Basket Rewards provided a solution which allows me to do that,” said LaBonne Jr.
It was important to LaBonne’s that they not require shoppers to carry a card in order to get their sale prices. “That’s the big box store thing,” added LaBonne Jr., “and we wanted to differentiate ourselves, not follow them.” So, LaBonne’s makes their card program optional for the customer, and the card is not required to get the sale prices. “I want my customers to want to carry our card for the benefits, not as a price of admission. They will receive non-advertised offers via email, information about upcoming events and even offers based on their own purchase preferences.” Bob also sees the need to make shoppers accustomed to looking to their email and the web for his weekly advertised specials and key messages like the LaBonne’s “Keep it Local” campaign and online shopping. “The only way I’m ever going to decrease my advertising budget is to train shoppers to get my ad online,” added LaBonne Jr.
Currently, shoppers who show their LaBonne’s Great Rewards card earn one point for every dollar they spend, which can be redeemed for their choice of over 1,000 gifts for men, women and children. Shoppers can call, click through LaBonne’s website or write-in to redeem their points at any time during the promotion, which lasts for 24 weeks. “There’s something for everybody, and it’s totally free to them – shipping included,” said LaBonne, adding, “When the Gift Event is over I can choose to give away store gift cards as part of a 'Free Grocery' promotion, offer free hams for Easter or create a spring-time promotion to engage and reward my shoppers. “
LaBonne’s Markets is an IGA retailer operating three stores in Western Connecticut. www.labonnes.com
About Market Basket Rewards
Market Basket Rewards empowers independent grocery retailers through the synergy of seamless data acquisition, shopper communication tools and value-driven loyalty programs. MBR “takes loyalty from vision to execution” by gathering, managing and reporting customer data back to retailers for use in targeted marketing campaigns, as well as administering reward promotions to drive sales and traffic. For more information, visit Market Basket Rewards (http://www.mbrewards.com/). Media Contact: Christy Hamlin 248-530-1363.
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