The impact of the marketing move was swift. The Charleston, S.C.-based grocer sent the email marketing piece out at the beginning of July, and by the end of the month the grocer saw an increase in orders, and has since enjoyed an average order growth rate of 53 percent month over month, according to MyWebGrocer, which has been Piggly Wiggly Web application service provider since May 2008.

When Piggly Wiggly engaged MyWebGrocer, its online grocery order count has been increasing, but the grocer wanted to accelerate the business. It used a package of flyers, receipt holders, email announcements, and an online shopping how to guide provided by MyWebGrocer.

"We took many of their ideas, and added some of our own," explained Christy Boudolf, assistant marketing director for Piggly Wiggly Carolina. "Outdoor in a suburban segment of our home market, radio spots in select markets, additional email blasts, uniform vests with our Click 'n Shop logo for personal shoppers and baggers, and lapel buttons for front end employees. Our store employees were excited with the influx of materials to help share the message of our online shopping service with our time-starved guests."