Kroger Rewards Loyalty for Valentine's Day

Kroger positioned itself as a place to shop for Valentine's Day gifts by offering loyalty cardholders digital coupons, bonus Fuel Points and discounts.In stores, "We Heart Deals" signs placed on shelves in the seasonal aisles and affixed to national Valentine's Day-themed floorstands touted deals on confectionery brands including Ferrero's Tic Tac, Ferrera Candy's Trolli and the flagships of Hershey Co. and Brach's Confections. Seasonal sections were outfitted with a variety of ceiling signs, with some using an "All You Need" message that also appeared in circular features.The retailer also used a promotional page operated by Brisbane, CA-based You Technology to deliver more than $25 worth of digital coupons for private label products along with SKUs from national brands including General Mills' Betty Crocker, Lindt & Sprungli's Lindor and Reynolds Consumer Products' flagship. The page also offered deals from Kroger's Fred Meyer Jewelers. Carousel ads on chain home pages and ads in multiple emails and on websites such as doctorslounge.com and tvguide.com linked to the web page.Kroger additionally reprised the basket-building tactic it has employed every Valentine's Day since 2013, offering loyalty cardholders quadruple Fuel Points with purchase of select third-party gift cards from Feb. 1-14. Radio spots and circular features supported.The retailer also used the occasion to focus on its Private Selection roses, plugging them in a TV spot (see below), radio spots and run-of-press ads in newspapers such as The Indianapolis Star and The Courier-Journal. A sweepstakes running Feb. 8-10 awarded a dozen roses to 100 winners. Consumers entered by answering the question "What makes your partner special?" by responding to posts on each participating chain's Facebook and Twitter pages.

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