Meijer Wants to Be Teacher's Pet
Meijer is looking out for teachers with a series of back-to-school promotions.
Teachers who show their ID at a store's customer service desk from July 1 to Sept. 30 receive a coupon for 10% off the purchase of school or home office supplies. A feature on the front page of a dedicated back-to-school circular distributed on July 29 and ads in multiple emails promote the offer.
Meijer also leveraged General Mills' evergreen "Box Tops for Education" cause program with a "Big Savings for Back to School" bulk-purchase incentive. Shoppers received $5 off when they purchased five qualifying Mills or Kimberly-Clark SKUs from Aug. 5-18. Email ads promoting the offer linked to a web page within meijer.com that hosts a pair of videos showing how local schools have used the money they earned from the program.
Meijer and Hallmark Cards' Crayola added a cause component to the sweepstakes they ran last back-to-school season. Consumers entered on Facebook from July 15 to Aug. 18 by sharing a picture of themselves taken in-store with a Crayola standee and nominating a favorite teacher. Ten winners received a $200 store gift card and $200 worth of Crayola products, and the teachers they nominated won a $200 card and $500 worth of Crayola supplies for their classrooms. Facebook and Twitter updates promoted the sweeps. Crayola also supplied national pallet displays, some of which suggested buying extra classroom supplies to give to teachers.
Elsewhere in stores, action alley is dominated by back-to-school themed pallet displays from manufacturers including Hillshire Brands, Kellogg Co., Mondelez International and PepsiCo/Frito-Lay. Front-of-store gondolas use a "Back to School Fuel" theme to merchandise snacks and beverages from brands including Kraft Heinz Co.'s Capri Sun, Kellogg's Keebler and Campbell Soup Co.'s Goldfish. The seasonal section is outfitted with in-line headers and endcaps spotlighting Newell Brands' Expo and Sharpie, Avery Dennison's Avery, and Acco Brands' Five Star. Themed floor clings throughout the store offer mPerks coupons on brands including Danone North America's Dannon Danimals.
The retailer is aiming to earn the loyalty of incoming college students with its annual "Meijer Mania" event series. From Aug. 15 to Sept. 4, an estimated 45,000 students from 19 campuses will be bused to nearby stores for shopping and activities including games, contests, giveaways and sampling.
Meijer is also appealing to busy moms by using the occasion to promote its home delivery option via Shipt. A feature in the digital version of the retailer's Aug. 19 circular used a back-to-school theme to offer shoppers a free two-week trial and $15 off their first order with the service. A home page display ad supports.