Independent grocery stores can no longer afford shared mail as a primary weekly circular distribution channel — postal rates have increased every year since 2020, and the all-in cost of design, printing, and postage now runs $35–$65 per thousand households with zero performance data on how many people actually read it. Bad-Adz Digital's ZIP-code targeted email marketing delivers your weekly specials to local shoppers for $30 per thousand contacts, all-inclusive, with real-time reporting after every send.
The latest cost for retailers in addition to increased shared mail costs are increased markdowns along with slimmer going in gross numbers. During Covid so many retailers dealt with supply chain issues and so markdowns really had little relevance.
If the supermarket had what we needed we were would spend almost whatever it cost.
In reality, there is very little to work with from most sources with regards to weekly specials. If you have real cost reductions for your weekly ad stick with that program.
One realistic approach to cost cutting and greater marketing penetration is digital.
Marketing success is all about storytelling. Local ownership, customer service programs, locally grown....You must tell your story. Clear, concise and weekly. Touch your customers digitally!
E-mail, social media, digital signs, keep chatting with your customers. it's all about customer counts and basket size.
Your big box retailer next door will fight with price. However, they are nameless, faceless, plastic companies without any personality or local story to tell. You're the local retailer but if you are the only person that knows that it's meaningless.
Get out there and tell your story inexpensively with "Digital"