Dole - Holiday Savings
Dole and Price Chopper wanted to grow category visits and units, re-engage lapsed category buyers, and increase frequency of purchase by existing buyers.
RGI worked with the Retailer and CPG to create an offer based on the shopper’s buying behavior. RGI then developed an integrated marketing campaign that included direct mail, mobile site with recipes, and in-store shelf strips that were engaging and targeted to shoppers based on their shopping/buying behavior.
The integrated marketing program grew brand sales by regaining lapsed households and increasing purchases in Dole-loyal households. Spending and transactions increased over 300% for loyal shoppers and over 50% for lapsed shoppers. The direct mail piece was redeemed 600% above the national average for direct mail for a food item (Inmar, 2011) at 25.7%.