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    Grocery Outlet to Use Car Giveaway to Collect E-mails

    BERKELEY, Calif. -- Extreme value supermarket chain Grocery Outlet Inc. yesterday launched an online car giveaway promotion with the goal of building its e-mail marketing database.

    BERKELEY, Calif. -- Extreme value supermarket chain Grocery Outlet Inc. yesterday launched an online car giveaway promotion with the goal of building its e-mail marketing database.

    Called the Grocery Outlet Drive a Bargain Sweepstakes, participants must visit the retailer's Web site, http://www.groceryoutlets.com, fill out an online entry form to be automatically entered. First prize is a brand new 2006 Ford Focus, and the second prize is one of four $100 Grocery Outlet Gift Certificates. The sweepstakes ends April 4.

    "We're interested in email marketing, and this is a good way to collect email addresses," Jon Wylie, v.p. marketing told Progressive Grocer. "They have to submit their email to participate in the sweepstakes, and then on the online entry form we ask them if they would like to receive future emails from us."

    While he didn't provide an exact figure, Wylie said he expects the promotion to generate an email list "in the six-figure range."

    Grocery Outlet specializes in providing name-brand products at bargain prices, and currently operates 124 stores in 6 Western States and Hawaii, with 12 new stores planned for 2006.
    -- Joe Tarnowski

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