Technology

Supervalu-owned Albertsons teamed up with ConAgra to launch a Groupon deal across several states in which its loyalty card members can receive big discounts on a choice of five or 10 Healthy Choice meals. The 10-meal offer was already sold out at several stores by the early afternoon, and each store sold hundreds of deal packages.

The Groupon deal offers two options:

• 5 Healthy Choice single-serving meals for $9 (up to a $21.95 value).
• 10 Healthy Choice single-serving meals for $16 (up to a $43.90 value).

“Supervalu was very pleased with the performance of the first deal we ran with them at Jewel-Osco,” said Ben Sprecher, co-founder and VP of marketing for Incentive Targeting, Inc., the Cambridge, Mass.-based firm specializing in targeted marketing programs for retailers that orchestrated the promotion. “That’s why they are doing it again with Albertsons.”

The Jewel-Osco Groupon promotion, which offered Unilever ice cream products, sold more than 3,800 Groupons, with a value of over $57,000 of ice cream. Additionally, the deal was shared actively on social networks, and 19 percent of those consumers who bought it "Liked" it on Facebook.

The program also benefitted Jewel-Osco’s loyalty card program, as it resulted in a significant number of new shoppers signing up and lapsed or inactive shoppers returning in order to get the Groupon deal, which requires customers to enter their loyalty card account number.

The promotion is Albertsons’s first, and the largest grocery Groupon deal to date, reaching consumers in Los Angeles, Las Vegas, Portland, ore., Spokane, Wash., Orange County, Calif., Seattle, and Boise, Idaho.ng it was launched.

Since organizing the first grocery Groupon deal with Big Y June of last year, Incentive has seen interest from other grocers, such as Giant Eagle, which saw its deal sell out by 10 a.m. the morning it launched. The Albertsons deal is the 7th grocery Groupon promotion Incentive has developed.

“We manage the entire deal process,” said Sprecher. “This includes sourcing offers from brands, designing offers that will sell well and achieve chain and brand objectives, coordinating the multi-party planning with the retailer, the brand, and Groupon; day-of-deal customer support; integration to the retailer's systems; and analytics on the performance of each deal.”