Prime Day Goes Omnichannel at Whole Foods
Amazon expanded Prime Day to brick-and-mortar for the first time this year by running several deals leveraging its 2017 acquisition of Whole Foods Market.
Prime members who spent $10 in stores from July 11-17 received $10 in Amazon credit usable on Prime Day. The retailer also offered shoppers who used their Amazon Prime Rewards Visa card in stores from July 14-17 10% back on up to a total purchase of $400, double the amount the card usually grants. Outdoor and indoor banners, stanchion signs and ceiling signs promoted the sale in stores. Whole Foods supported the event with a leaderboard ad on wholefoodsmarket.com, email blasts, and Facebook and Twitter updates. The retailer also invested in radio spots and sponsored Facebook ads.
Amazon also used the occasion to encourage trial of delivery from Whole Foods via the Prime Now service. Shoppers who made their first grocery delivery purchase from July 3-17 received $10 off their order and a $10 credit for a future order.