Kroger Goes Back to School Online
Kroger is again using the back-to-school season to spotlight its e-commerce options, this year offering numerous back-to-school promotions exclusively for ClickList click-and-collect purchases.
A seasonal microsite within chain websites spotlights three online-only deals:
- 10 "School Supply Favorites" from brands including MeadWestvaco's Mead and Bic Corp.'s flagship for $10.
- A digital coupon for $5 off a $15 Kellogg Co. purchase through Sept. 5.
- Free ClickList pickup with purchase of 10 General Mills SKUs.
Carousel ads on chain home pages link to the microsite, which also hosts recipes spotlighting private label products plus digital coupons for brands including Kellogg Co.'s Frosted Flakes, Mills' Annie's and Kraft Heinz Co.'s Lunchables. Display ads on websites including aol.com and bet.com plus Twitter updates support. A second carousel ad uses a back-to-school theme to promote same-day delivery via Instacart.
Kroger is also building baskets by running an "A+ Deals" sale online and in stores from Aug. 8-21 offering loyalty cardholders $5 off the purchase of five SKUs from brands including PepsiCo/Frito-Lay's Doritos, Coca-Cola Co.'s Dasani, Unilever's Ben & Jerry's and Procter & Gamble's Dawn. Another version of the sale ran from July 11-24. Marketing support includes standees dispensing lists of qualifying products, TV spots, run-of-press ads in newspapers including The Atlanta Journal-Constitution and circular features.
In stores, pallet displays use a "back to school checklist" theme to cross-merchandise Kimberly-Clark's Kleenex and RB's Lysol. National themed pallet displays from Mondelez International's Nabisco also receive prominent placement. The retailer is driving trips by promoting its back-to-school vaccination services with run-of-press ads in newspapers including the Knoxville News-Sentinel and The Tennessean, plus features in chain circulars.
Kroger emphasized healthy eating by enlisting the blog "Clean Eats & Treats" to develop back-to-school recipes and share them in a July 24 post spotlighting the retailer's OptUp mobile application and Simple Truth private label. Facebook updates posted across chain pages on July 24 linked to the post.
In regional activity, Kroger's Houston division ran its annual "Backpack Boosters" campaign benefiting the Irving Schools Foundation from July 25 to Aug. 7, selling $7 packs of school supplies to donate and soliciting contributions at checkouts. Radio spots and display ads on the websites of local TV stations promoted the effort. DJs from local radio stations hosted events at select stores during the fundraiser.