Redemption Marketing - Kroger Pilot Video (1998)

Created to test the viability of a "beginning of the trip" coupon delivery, Kroger and Tomra NA launched a pilot program in the Fall of 1998. Coupons were distributed to Kroger shoppers through Tomra's reverse vending machines. Shoppers returning their deposit bottles and cans received valuable offers in addition to their deposit receipts.

Placing coupons in the hands of shoppers as they were beginning their shopping trip proved to be highly successful. Redemption results were:

Cool Whip - 7.4%
Coca Cola - 7.7%
Post Cereals - 8.7%
Hershey Bagged Candy - 33.0% (campaign took place during Halloween promotional period)

This coupon distribution capability forms a cornerstone of the Redemption Marketing Shopper Marketing Program.

Category:

People & Blogs

Tags:

• shopper marketing
• kroger

[RedemptionMarketing]

This concept was the "great-grandfather" of the Pepperidge Farm program. It is actually available across Tomra's network. But I must correct you on one item. Yes these machines are older models and have since been replaced, but Tomra machines are still active in Kroger's Michigan stores.

[alexweb8]

@RedemptionMarketing Oh, thanks for letting me know about the Michigan stores. I have always been more of a Tomra person anyway. It's definitely a great idea.

[alexweb8]

This is pretty cool. I know it's old, but this was probably part of the inspiration for A&P's coupon program with Tomra and Pepperidge Farm last year. It's definitely a good idea to give the customer coupons right before they do their shopping. It's always good to recycle, and incentives like these make it more attractive. Sad thing is, these old Tomras were replaced by Envipcos in nearly every Kroger store. I have always been pro-bottle deposit, and have begun filming reverse vending machines.