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United Supermarkets’ Market Street banner plans to reduce its paper-based marketing materials by more than 15 million pieces, or roughly 1,275 trees, each year, in an effort to reduce its carbon footprint.
The program is part of the Lubbock, Texas-based grocer’s “Go Green for Food” initiative. “We’re always taking special consideration for our guests and doing everything we can to accommodate their each and every need, but it’s important that we also do the same for our planet,” said Randy Crimmins, VP, marketing for United. “By reducing our paper consumption for marketing materials and expanding our online offerings and capabilities, we’re able to accomplish both simultaneously. Whether it’s new recipes, coupons, weekly ads or shopping lists, our guests are able to find exactly what they need inside and outside of our stores without negatively impacting the environment.”
To make the transition, Market Street is making greater use of its online communication tools to enable shoppers to receive updates, weekly ads, coupons and giveaways. To do this, Market Street recently teamed up with MyWebGrocer to enhance its online presence, and has since expanded the site’s capabilities significantly as well as integrating new digital distribution strategies to further help its shoppers find out about new deals and events at local Market Street stores.
In addition, guests also can access their store’s individual weekly ad online and create, manage, and save weekly shopping lists via the intuitive online interface — all while reducing their environmental impact by not using paper. And all of the grocer’s direct mail communications are printed on recycled material.
United operates 50 stores under the banners of United Supermarkets, Market Street and Amigos United.