COLORADO SPRINGS — A greater number of stock-up trips and increased Center Store traffic were the result of a targeted promotional offer and SKU rationalization effort launched by Stop & Shop in conjunction with Unilever. The fruits of the companies’ collaborative efforts were recognized here Monday at the Grocery Manufacturers Association/Food Products Association's Merchandising, Sales and Marketing Conference, where Unilever was named the 2007 GMA/FPA CPG Innovation and Creativity Award winner. Stop & Shop shoppers who received the targeted offer were given the opportunity to receive $5 off their next shopping trip if they purchased $15 of featured products merchandised throughout the store. "The results of our efforts were fantastically good," said Burt Palmer, team director for Unilever. "We achieved a 7.6% penetration rate with the promotion; that's more than three times the average. This has become the gold standard." Stop & Shop and its customers were also pleased with the results. "Two-thirds of the customers we sent the offer to said they felt more positive about Stop & Shop as a result of receiving it," said Stephen Vowles, senior vice president of marketing.
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