Client Case Study:

Ralphs

Client Case Study:

Ralphs

The Client

Ralphs

An American supermarket chain in Southern California. The largest subsidiary of Cincinnati-based Kroger, it is the oldest such chain west of the Mississippi River. Kroger also operates stores under the Food 4 Less and Foods Co. names in California.

Project Scope

Ralph’s newest supermarket store opening gets a big boost from door hangers!

Case Study: Ralphs – Direct Marketing Done Right
Case Study: Ralphs – Direct Marketing Done Right

The Client

Ralphs

An American supermarket chain in Southern California. The largest subsidiary of Cincinnati-based Kroger, it is the oldest such chain west of the Mississippi River. Kroger also operates stores under the Food 4 Less and Foods Co. names in California.

Project Scope

Ralph’s newest supermarket store opening gets a big boost from door hangers!

The Situation

The Situation

Ralphs Grocery Company, a subsidiary of Kroger who has over 6,000 supermarket locations in the US, is one of the nation’s largest food retailers. With over 150 locations in California, the company came to us for help in promoting their newest store. This new location would be the company’s first of its kind store called Ralphs Signature. The store was to be a product of community suggestions, offering new diverse products, excellent customer service and lower prices as a true neighborhood market. After going through renovation for three months, the store was set to reopen to the public, but Ralphs was still looking for a little extra push right before its opening day.

Ralphs Grocery Company, a subsidiary of Kroger who has over 6,000 supermarket locations in the US, is one of the nation’s largest food retailers. With over 150 locations in California, the company came to us for help in promoting their newest store. This new location would be the company’s first of its kind store called Ralphs Signature. The store was to be a product of community suggestions, offering new diverse products, excellent customer service and lower prices as a true neighborhood market. After going through renovation for three months, the store was set to reopen to the public, but Ralphs was still looking for a little extra push right before its opening day.

The Solution

The Solution

Case Study: Ralphs – Direct Marketing Done Right

Ralphs came to us wanting to spread the word about the Signature store’s opening day to increase awareness, encourage visitors and help acquire new customers. The market executives said they were looking for outreach tactics that would embody the ‘community feel’ of the new store. Varga created a targeted demographic market area within driving distance of the new store that would set them up with the best opportunities and encourage those that were close enough to the store to stop by and come inside. 25,000 of our extra-large door hangers were printed, each with an invitation to the re-opening events.

To encourage customers to return to the store, a coupon was added to the door hangers offering those who have signed up for the Ralphs reward card $5 off their next $25 purchase. That way, customers would make a purchase at the store and sign up for their rewards program in hopes of returning to the store to use it again.

The Results

After opening day, it became clear that the door hangers were not only beneficial to the consumers
who were able to take advantage of the discount, but also to Ralphs. Response rates soared as over 2,500 of the $5 off coupons
were redeemed over the course of the promotion. Using a unique bar code for the coupons allowed the company to track the response
rate and because a Ralphs reward card was needed for the coupon, enrollment for their program increased as well.

After opening day, it became clear that the door hangers were not only beneficial to the consumers who were able to take advantage of the discount, but also to Ralphs. Response rates soared as over 2,500 of the $5 off coupons were redeemed over the course of the promotion. Using a unique bar code for the coupons allowed the company to track the response rate and because a Ralphs reward card was needed for the coupon, enrollment for their program increased as well.

$5 off $25 Purchase Coupon
$5 off $25 purchase coupon redeemed11%
11%

$5 off $25 purchase coupon redemption rate went up by 11%.

$5 off $25 Purchase Coupon
$5 off $25 purchase coupon redeemed11%
11%

$5 off $25 purchase coupon redemption rate went up by 11%.

$5 off $25 Purchase Coupon
$5 off $25 purchase coupon redeemed11%
11%

$5 off $25 purchase coupon redemption rate went up by 11%.

Complete data at the end of this promotion reported an 11% redemption rate.
This program exceeded our expectations and everyone was very happy working with Varga on this door hanger campaign.

– Supervisor of Advertising Services, Ralphs Grocery Company

Complete data at the end of this promotion reported an 11% redemption rate. This program exceeded our expectations and everyone was very happy working with Varga on this door hanger campaign.
– Supervisor of Advertising Services, Ralphs Grocery Company

Conclusion

Ralphs executives were looking for a way to let the surrounding community know about
their newest store opening and to do so they reached out to us. Once we knew what was needed,
we set to work targeting areas that would offer the best opportunities for the store and
bring in shoppers. With careful targeting and a door hanger that encourages visits to the store,
we were able to give a boost to coupon redemption rates and rewards card enrollment.

Ralphs executives were looking for a way to let the surrounding community know about their newest store opening and to do so they reached out to us. Once we knew what was needed, we set to work targeting areas that would offer the best opportunities for the store and bring in shoppers. With careful targeting and a door hanger that encourages visits to the store, we were able to give a boost to coupon redemption rates and rewards card enrollment.

Ready to Get Started?

Request a free quote or
give us a call at 949.620.4750

Ready to Get Started? Request a free quote or give us a call at 949.620.4750

Request A Free Quote Today!

    Ready to Get Started?

    Ready to Get Started? Request a free quote or give us a call at 949.620.4750

    Request A Free Quote Today!

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