SUPERVALU partners with Interactions to harness value of shopper engagement


How do you create an experiential marketing programme that ties together a retailer’s five distinct banners spread across seven states and the District of Columbia, yet still serves their unique needs? According to the experts at Interactions, it’s all about creating a solid partnership to drive innovation and seamless integration. That’s what they’ve done with the launch of SUPERVALU’s new Fresh Ideas programme.

The programme came about when Chad Ferguson, vice president of marketing and consumer insights for SUPERVALU, came to Interactions looking to create a new and exciting programme to engage with shoppers and highlight meal solutions, new products, seasonal foods and SUPERVALU’s popular line of private brands. Fresh Ideas launched in the summer of 2014 and is reported to have taken shoppers by surprise with its sweet, savoury and seasonal treats accompanied by expert product knowledge from Interactions’ sales advisors.

The Fresh Ideas team has received numerous comments about how engaging its sales advisors are, and how well they convey their passion for the products they’re promoting to shoppers. Recently, even the President of Cub, one of SUPERVALU’s banners, made a point during his own personal shopping trip to stop and tell one sales advisor what excellent work she was doing.

The Fresh Ideas programme has quickly risen to become a key promotional tool for SUPERVALU. In additional to regular in-store product demonstrations, Interactions has also worked with SUPERVALU to create holiday and other special events, and is currently helping to launch the expansion of the retailer’s organic and all-natural private brand, Wild Harvest.

While the programme ties together the marketing efforts of SUPERVALU’s five banners, it’s also customised to ensure promotions meet local shoppers’ needs and expectations. “SUPERVALU’s banners are spread out all across the country and each has a slightly different feel,” said Tammie Lukkonen, business manager for Interactions. “We work closely with each banner to tailor the events and the items promoted to ensure each of them maintains a local feel within their individual market.”

According to Denise Decker, director of client services for Interactions, key to the overall success of the Fresh Ideas program has been the strong support from SUPERVALU and synergistic integration with the retailer’s other marketing efforts, including digital, social media and print ads. “The support from Chad, the rest of the SUPERVALU team and its vendors has been tremendous,” she says. “Together, we’ve been able to create a strategic partnership that allows SUPERVALU to align the right items, with the right prices and the right in-store excitement to drive shopper engagement and sales.”

“The Fresh Ideas team has done an impressive job of engaging with CPGs and executing consistent, high-quality events across our banners,” said Ferguson. “Based on the success of the program to date, I’ve challenged the team to double our original goal in the coming fiscal year.”