Industry Intelligence

Jewel-Osco shoppers are taking part in a new cookware promotion that puts a twist on one of the original grocery store loyalty programs.

Customers who shop with their Preferred Customer Card at the 175 Supervalu-owned Jewel-Osco stores in the Chicago area between Aug. 26 and Jan. 12 will receive a reward sticker for every $10 spent on eligible purchases. As the stickers are collected, customers will be able to place them on saver cards, which can then be redeemed at participating stores for eight different pieces of Thomas Professional Cookware at the cost of only a penny each.

“In addition to providing savings and discounts on items throughout our stores, we wanted to find another way to thank our loyal customers at a time when many consumers are cooking at home more,” said Jewel-Osco President Keith Nielsen. “Our cookware promotion gives customers the opportunity to acquire high-quality essentials for the kitchen, as a reward for shopping at Jewel-Osco.”

As part of the promotion, Jewel-Osco is partnering with Chef Jason Paskewitz of Gemini Bistro to provide shoppers with cooking tips and recipe ideas for the various cookware pieces.

Jewel-Osco is planning events to engage customers in the new cookware program. In September, the company will launch a “cookware intervention” contest in which customers will have a chance to win one of five free sets of cookware. That same month, Jewel-Osco and one of its vendor partners will begin offering a sweepstakes that gives customers the opportunity to win a full set of cookware. In addition, select stores will host cookware demonstrations. Meanwhile, shoppers will find information from company dietitians and moms on Jewel-Osco’s Facebook page.

During the 1950s and ’60s, trading stamps were a popular way for grocery stores and other merchants to help drive customer loyalty. In 1953, Supervalu was the first large supermarket chain to introduce the use of trading stamps from the Gold Bond Trading Stamp Co.

Jewel-Osco operates 182 stores in Illinois, Iowa and Indiana. Supervalu operates 4,270 stores, including 1,160 traditional retail stores, 1,190 hard-discount stores and 1,920 independent stores serviced primarily by the company’s traditional food distribution business.