Uncle Giuseppe’s Marketplace: Weekly Circular Preference Campaign Uncle Giuseppe’s Marketplace: Weekly Circular Preference Campaign

The Background

Based in Farmingdale, New York, Uncle Giuseppe’s Marketplace is a gourmet store specializing in the finest Italian food and ingredients. Uncle Giuseppe’s opened their first Marketplace in East Meadow, New York in November 1998 and have since grown to seven stores.

The Challenge

In common with many grocery retailers, Uncle Giuseppe’s are traditionally reliant on expensive printed circulars to communicate specials, offers and promotions to their shoppers. Identifying a more effective and cost-effective alternative to their weekly printed flyer distribution is a priority operational area of focus for Uncle Giuseppe’s.

The Solution

To gain insight into customer preferences on how they would like to receive the latest shopper offers and promotions, Uncle Giuseppe’s used Darius for Retail to include an incentivized data capture survey landing-page as part of their weekly email circular. Customers were simply asked their ZIP Code and whether they preferred email or direct mail – this would allow the retailer not only to understand overall preferences, but also to segment the data geographically.

The Results

  • The results demonstrated a clear – though not universal – preference for digital rather than print versions of the weekly circular.
  • Using ZIP Code and survey response data, Darius for Retail was also used to create heat-maps of where shoppers lived alongside their preferences.
  • For Uncle Giuseppe’s these insights are helping inform operational and cost management decision-making.

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