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    Ukrop's Web Relaunch Building Traffic with Personalization

    RICHMOND, Va. -- Ukrop's Super Markets has drawn more than 19,000 registrants to its Web site since relaunching it at the end of May. The retailer boosted the site's interactivity to make it a more personalized experience for shoppers in its loyalty program.

    RICHMOND, Va. -- Ukrop's Super Markets has drawn more than 19,000 registrants to its Web site since relaunching it at the end of May. The retailer boosted the site's interactivity to make it a more personalized experience for shoppers in its loyalty program.

    Of the new registrants, more than 6,400 customers have opted to receive weekly e-mail. The relaunched site is powered by Grocery Shopping Network (GSN), a Minneapolis-based software and systems development company that specializes in personalized digital marketing.

    "Ukrop's is excited to offer our shoppers a unique, personalized online experience," said Scott Aronson, Ukrop's v.p. of marketing and analysis, in a statement. "Our customers can now receive the information they want, when they want it, learn about new products and services that interest them, and receive notice of discounts and promotions on products they like to buy."

    Shoppers can log on to create and save shopping lists, find recipes that meet their dietary needs, view weekly circulars, search more than 40,000 recipes, and add ingredients to their shopping lists. Shoppers can opt to receive email notification of discounts and promotions, which are selected just for them based on their preferences and shopping habits. They can also view offers online.

    To participate, customers first join Ukrop's Valued Customer program. Then they create a shopper profile on the retailer's Web site. From the point the customer registers, the system begins to remember who they are, and what they like to buy. Each time customers shop at Ukrop's and use the system, more preferences are stored to better personalize their online experience on Ukrops.com.

    To enhance the personalization aspect of the online experience, the Web site provides product recommendations and promotions based on shopping list items, previously purchased products, or products the shopper might be interested in based on previous habits. It saves items in personalized electronic shopping lists, and an electronic pantry. As consumers continue to use the system, they can simply look at their online pantry, along with new specials, and create a shopping list with a few clicks.

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