Meijer Delivers Peace, Joy

Meijer used a “Peace of Mind, Joy of Giving” tagline to market through the holidays.The retailer’s fully integrated effort received support from a variety of manufacturers who supplied customized displays and themed promotions. (See Related Promotional Activity below.)P-O-P materials throughout stores sported the “Peace of Mind” tagline or a “Great Gifts, Lower Prices” message, along with holiday colors and graphics. The program included ceiling banners, in-line and endcap headers, and seasonal displays.The campaign included a reprise of the mass merchant’s annual “Santa Bucks” promotion. (See “Meijer Has a Digital Holiday” in Related Articles.) From Nov. 26 through Dec. 20, Meijer offered coupons worth $3 to $20 off single-item purchases ranging from $14.97 to $99.97. The mass merchant integrated the promotion with its “mPerks” online coupon program (see “Meijer Adds Digital Assets”) for the first time, allowing registered shoppers to redeem pre-selected Santa Bucks at checkout by providing their phone numbers. Stand-alone inserts, email blasts and local radio spots supported.On the digital front, activity on meijer.com included two “Get Gifted” promotions staged throughout the season. (See “Meijer Gives … ”)Other components included a “Gift Finder” service that suggested products based on answers to three questions: “Who’s on my list” (with potential answers including “Teen” or “Pet or Pet Lover”), “What do they like” (with visitors choosing up to five interests, such as “Baby Gear” or “Gardening”), and “What’s my budget” (with price options ranging from “Less than $25” to “$200 and up”).Meanwhile, a “Christmas Feast” area of the site offered holiday meal solutions under labels such as “Prepare the Feast,” “Set the Table” and “Enjoy the Sweets.” Under tabs for “Plan the Feast” and “Plan the Treats,” the retailer offered holiday recipes (like “green bean casserole” and “chocolate chip cookie truffles”) using a variety of national-brand and private-label products. Among the highlighted ingredients were products from Kraft Foods, Domino Foods, Morton Salt Inc., Campbell Soup Co., Reckitt Benckiser, Del Monte Corp., Nestlé, Kellogg Co., General Mills, J.M. Smucker Co., Dole Foods, Mars Inc., Hershey Co. and other manufacturers. The other three tabs highlighted place settings, silverware, serving ware and kitchen electronics from brands such as World Kitchens’ CorningWare, Reynolds Consumer Products’ Reynolds, Cambridge Silversmiths’ flagship and Nestlé’s Nescafé.Lastly, site visitors could “Scroll Through the Holidays” from Halloween through New Year’s Eve on a page linking to various destinations. For example, the Thanksgiving section linked to the retailer’s airbeds product selection under the message, “The in-laws have arrived.” The Christmas page carried the “Peace of Mind” theme while directing users to holiday decor. Other labeled sections included “Black Friday,” “Cyber Monday” and “Gift Giving,” with the last linking to the Gift Finder. Email ads supported.In a cause component, Meijer staged the latest flight in its “Simply Give” program, inviting shoppers to donate $10 gift cards (merchandised on dedicated standees) from Nov. 6 through Jan. 7, 2012. The retailer has promised to match up to $100,000 in the program, which benefits local food pantries. Circular features and ads in a Dec. 26 email supported.

P2PI MEMBERS

JOIN P2PI

You May Also Like

Retail Radar: Walmart, Home Depot Offer Shoppable Ads

Activation Gallery: Holidays, Dry January & More