Hy-Vee Weds Digital Experience to Supermarket Shopping MARKETING VOX
HyVee is partnering with content/software provider Grocery Shopping Network to bring its e-commerce site and brick-and-mortar stores closer together. Customers can use HyVee’s e-commerce site to find items at local stores and place them on a printable shopping list with store coupons before leaving home. They can also add items from a clickable store circular, link to manufacturer coupons, find recipes on a 64,000-recipe database, and obtain information about unadvertised in-store specials.
In addition, Hy-Vee plans to add educational online cooking videos, Retailer Daily reports.
Independent research supports Hy-Vee’s decision to offer customers online coupons. A 2008 study (pdf) by Coupons, Inc. and Simmons Market Research indicates that the number of Americans using online coupons grew from 26 million in 2005 to 36 million in 2008, with almost half of those users ages 22-44.
In addition, a study (pdf) from Scarborough Research corroborated those findings, revealing that between 2005 and 2008, internet coupon usage increased 83%, with 11% of U.S. households taking advantage of them.
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