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Ahold gases up sales with health initiatives, Rx-fuel reward points

BY Alaric DeArment

One supermarket operator is literally driving customers to its pharmacies.

Customers at Royal Ahold’s Giant-Landover stores can earn one Gas Rewards point for every dollar spent on purchases in Giant pharmacies in Maryland, most of Virginia, Delaware and Washington, D.C. With the program, for example, a $20 pharmaceutical co-pay earns 20 points and a $50 pharmacy purchase earns 50 points. For every 100 Gas Rewards points earned, shoppers save 10 cents off every gallon of gas bought at Giant and participating Shell gas stations.

Ahold chains also offer a number of health-and-wellness programs. In September 2010, Giant-Carlisle and Martin’s Food Markets launched Passport to Nutrition, a Web-based program designed to educate children, parents and teachers on nutrition and healthy lifestyles, including lessons that cover the food pyramid and physical activity, food labels and portion control and how to eat a balanced diet.

Giant-Landover is supporting the YMCA of Metropolitan Washington’s “Physical, Healthy & Driven” program, designed to help children integrate physical fitness and healthy eating into their daily routines. The YMCA will take its PHD on the Move mobile playground to several Giant-Landover locations. The two also are creating a Healthy Snack campaign to educate families about the risks of snacking.

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Supervalu taps PointRoll to boost grocery sales

BY Allison Cerra

NEW YORK — Amid researching its customers’ changing media habits, supermarket retailer Supervalu has partnered with a leading provider of digital marketing services and technology to enhance how the grocer reaches customers.

Supervalu said that after conducting a joint study with Nielsen Catalina Solutions, which measured more than 30 million impressions delivered by PointRoll, in-store sales at Supervalu experienced an overall increase during a three-month period, thanks to PointRoll’s PaperBoy eCircular, an interactive expandable ad unit.

The PaperBoy ad sales lift among exposed households was three times higher than a standard ad lift, although the average frequency on the standard ads was 75% higher, the study found. The average cost per thousand, the study noted, was the same for both the standard nonexpanding and expandable PaperBoy ads. Supervalu noted that online display campaigns boosted both online penetration and in-store sales.

Shelly Nelson, director of connections strategy and media for Supervalu, said the retailer will roll out the PointRoll program at additional banners throughout the year. "This study not only enabled us to better understand our customers and respond to their changing media habits, but [also] to acutely measure the value of our online spend and the benefits of more relevant and activation-based advertising," Nelson said. "Online delivery of weekly sale items is cost-effective and is relevant to today’s consumer."

To view a demo of PointRoll, click here.

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Rayovac celebrates daylight saving time with giveaways, safety tips

BY Allison Cerra

MADISON, Wis. — As the world prepares to "spring forward," Rayovac is offering a host of engaging activities, fun giveaways and tips for sprucing up fire safety plans.

In preparation for daylight saving time, the battery brand is hosting a Twitter event and a Facebook promotion designed to raise awareness about replacing batteries in smoke alarms and carbon monoxide detectors, the company said.

On Monday afternoon, Rayovac will host Rayovac Powers Daylight Savings Time Twitter in which attendees have a chance to win 1-of-20 smoke alarm packs or 1-of-2 $100 Walmart gift cards. To participate, users must follow @Rayovac_Battery and #SpringForward.

For its Facebook event, Rayovac on Wednesday will team up with American Family Insurance to give away 3,000 9-volt batteries through Facebook.com/Rayovac or Facebook.com/amfam. In addition to the free battery giveaways, consumers can download a $1-off coupon.

Along with the social media promotions, Rayovac also said it would offer helpful fire safety tips and tools at Rayovac.com, where users can access the online Rayovac fire safety center.

Rayovac is part of the Spectrum Brands portfolio of brands.

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