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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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Ingles Markets founder dies at 77

BY Allison Cerra

ASHEVILLE, N.C. — Robert Ingle, the founder and CEO of regional supermarket chain Ingles Markets, died March 6, the company announced Monday. He was 77.

The company’s board of directors said Ingle will be succeeded by his son, Robert Ingle II, who has been Ingles’ chairman of the board since 2004.

Ingle, who founded the business in 1963, served as CEO since the company was incorporated in 1965, as well as president from 1965 until 1982.

Ingles Markets operates 203 supermarkets across six Southeastern states.

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