GRAND RAPIDS, Mich. — Meijer here has installed a new online initiative that trade sources say is boosting the chain's coupon redemption rates to approximately 50%.
The initiative, called Meijer Mealbox, links brands, promotions and coupons, and engages consumers directly during purchase planning by encouraging them to select from hundreds of recipes for daily, weekly or monthly meal planning.
The ingredients are automatically plugged into a shopping list, along with printable coupons for relevant items. There are also links to online video demonstrations to assist in meal preparation.
The widget-based technology was developed by Qponix, a joint venture between Meijer and Fry's Inc., an e-commerce design, development and managed services provider based in Ann Arbor, Mich. The two companies said they have worked together previously on Web-based marketing initiatives.
Corbin de Rubertis, president of Qponix and part of the team that developed the widget, told Internet Retailer, a web-based site that covers e-business strategies, that the 50% coupon redemption rate is higher than the levels the chain has realized through other coupon distribution methods.
He said customers spend approximately 20 minutes to an hour browsing recipes and products, and building a shopping list; as items are listed, any available coupons are automatically attached to the list with bar codes that can be printed out and redeemed at the store.
Consumers are able to copy the widget from the chain's website for placement on a personalized iGoogle page, a personalized page on Facebook.com or on the shopper's own blog.