Whole Foods Pushes Prime
Whole Foods Market has been heavily promoting its deals for Amazon Prime Members as the discount program continues rolling out to more markets.
P2PI visited a store in San Francisco on May 31, two days after the benefits launched in California, and found the program promoted via window clings, table tents, wall banners, frame signs, table displays, posters, checkout signs, counter cards, ceiling signs, shelf talkers, checkout dividers and employee apparel. SKUs offered at special prices for Prime members, which included fresh raspberries and private label 365 Every Day Value sparkling water, enjoyed secondary display space and were marked by "Prime Member Deal" signs. Employees at checkout encouraged shoppers to download the retailer's mobile application and sync it with their Prime account to receive the discounts.
Online, Whole Foods has also been promoting the program with a home page display ad, a May 15 YouTube video (see below), and Facebook and Twitter updates.
Whole Foods will add its Prime member deals to 10 more states on June 13. The first wave of offers will include a BOGO deal on General Mills' Annie's, $3 off a pound of pork sausage and a four for $5 deal on bottles of Essentia Water.