“The younger generation does not get their information or news from print, they use their mobile devices. The customers find the digital ad easy to read and it works on most mobile devices.”-Marc Galland, Owner, Pick-Rite Thriftway
With shifting consumer media preferences and buying habits, Pick-Rite Thriftway needed to ensure they were reaching all of their customer base.
Pick-Rite Thriftway worked with the marketing team at Independent Grocers Alliance (IGA) to upgrade their print circulars using Ideal™, a dynamic ad platform combined with an intelligent, omni-channel distribution system.
The owner of Pick-Rite Thriftway, Marc Galland, says, “The younger generation does not get their information or news from print, they use their mobile devices. So, to attract them we need to be where they are. The customers find the digital ad easy to read and it works on most mobile devices.”
In addition to attracting younger consumers, Pick-Rite Thriftway reduced 30% of their ad budget by using Ideal digital circulars and eliminating the high costs of print ads.
Marc says, “Our advertising expense is about 70% of what it was with inserting print in the newspaper. We have used the rest of the budget for special events.”
With Ideal, consumers spend an average 5:32 reading the digital circular and 27% of those reading the engaging content visit the store.
Store visits driven from digital circulars are tracked and compiled into custom reports. Pick-Rite Thriftway was able to see circular views, store visits and cost per visit to accurately measure ROI on their marketing programs.