Groupon taps into supermarkets using loyalty cards, aims to reshape local commerce

Groupon taps into supermarkets using loyalty cards, aims to reshape local commerce

AdAge reports that Groupon, together with two Boston marketing-services and analytics firms, has just announced its first partnership with a U.S. grocery chain, to introduce its first full traditional grocery integration using a loyalty card system.

Massachusetts-based grocery chain Big Y will start offering deals wherein users can use their loyalty cards to conduct the transaction instead of having to print out a Groupon certificate to redeem the deal.

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By entering their Big Y Express Saving Club number on the Groupon site at checkout, the deal is automatically loaded onto their accounts, which can redeemed at any Big Y branch.

The daddy of group-buying sites is working together with HaloEffect, a Boston marketing firm, and Incentive Targeting, a Cambridge-based promotion analytics and software firm.

Tom Schneider, president of HaloEffect, said in a statement:

“U.S. consumers spend $550 billion annually on groceries, and CPG (consumer packaged goods) companies spend $35 billion annually on marketing and promotion. This partnership has the potential to revolutionize the grocery-marketing landscape.”

Ben Sprecher, VP-marketing of Incentive Targeting, said “other retailers and packaged-goods companies are expected to participate in similar deals in the weeks ahead.”

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