Bi-Lo Lauds Direct-Mail Campaign

GREENVILLE, S.C. — A direct-mail campaign offering relevant coupons to Bi-Lo’s most loyal customers delivered substantial increases in total product sales, items purchased in one trip and overall customer trips, the retailer here said Thursday.

GREENVILLE, S.C. — A direct-mail campaign offering relevant coupons to Bi-Lo [2]'s most loyal customers delivered substantial increases in total product sales, items purchased in one trip and overall customer trips, the retailer here said Thursday.

Developed with the shopper marketing form Spire LLC, the campaign sent 50,000 shoppers 60 different offers, with each shopper receiving only the coupons that were most relevant, based on their shopping history.

The campaign resulted in a 50% increase in sales for individuals who redeemed coupons and about a 35% increase across all recipients, Bi-Lo said. Customers increased their spending by $84 during the program period and added a full extra trip compared to a control group, Bi-Lo added.

"This is a key success metric that tells us the offers were relevant and we are on the right track," John Conroy, director of marketing with Bi-Lo, said in a statement. "We targeted individuals who are already spending at high levels and shop with Bi-Lo a lot, so to see these types of increases is exciting and will help us to continue providing our customers with the best offers on the products they use the most."

Bi-Lo said it plans to launch several more direct mail campaigns this year and will expand the offers to 250,000 shoppers.