Albertsons Companies took its recurrent, seasonal incentive program with American Greetings up a notch at some chains in advance of the May 9 observance of Mother’s Day, adding more digital support and a new CPG partner to provide a sweet incentive.
Albertsons has been teaming up with American Greetings for years on a bulk-purchase incentive (often dangling a themed novelty or collectable) around each big holiday, such as Father’s Day (view Related Update at bottom), Christmas, Valentine’s Day, Easter and Halloween. As more shoppers continue flocking online and spend more time on their devices, the partners are putting more weight behind digital marketing.
Typically, the partners use in-store shelf talkers, sometimes a dedicated floorstand/rack, and circular features to promote the incentive. In the weeks leading up to Mother’s Day this year, the Path to Purchase Institute spotted sponsored ads on Instagram from American Greetings. With no retailer mentioned on the video ad, which encouraged shoppers to “celebrate every mom” this Mother’s Day and highlighted different cards and Lindt chocolates, a “Shop Now” swipe-up functionality opened a custom brand shop within jewelosco.com.
The dedicated shop spotlights various cards for "every mom," including "new moms," "pet moms," and even deserving sisters. The page dangles a Just for U digital coupon for “the perfect pairing:” a free bag of Lindt chocolates with purchase of any three American Greetings cards (priced at $2.99). The offer ends May 23. A message on the page invites shoppers to “celebrate all moms” and “thank them with American Greetings cards… Surprise them with Lindt chocolates…”
Other support spotted so far were circular features and, in some stores, dedicated shelf talkers and branded floorstands stocking Lindt chocolates with "Celebrate all moms" signage affixed to it in the greetings card aisle. Mobile display rack merchandising American Greetings cards and outfitted in similar signage was also spotted at some stores.