Overview
Redner’s, a leading Pennsylvania-based grocery retailer, needed to aggressively address growing competition and optimize its customer acquisition efforts. Their marketing was heavily reliant on loyalty programs, leaving the substantial anonymous shopper segment untapped.
By strategically shifting to Red Pepper’s Amplify-first approach, Redner’s launched localized, performance-driven digital advertising. This initiative successfully expanded their digital reach, resulting in a 31% increase in new shoppers and a 34% increase in returning customers. Red Pepper effectively leveled the playing field, empowering the regional grocer with proven, scalable digital strategies to compete directly with larger national competitors.
The Challenge: Competing for the Anonymous Shopper
Retailers today risk falling behind as competitors move aggressively into digital-first strategies.
Redner’s challenge was threefold:
- Rising Competition: New grocery entrants were actively gaining market share, requiring Redner’s to find new acquisition channels.
- Limited Digital Acquisition: Existing efforts focused almost entirely on retention (loyalty/email/SMS), leaving little budget or focus for new customer growth.
- The Anonymous Gap: The majority of shoppers, often between 70% and 90%, shop outside of loyalty programs. Redner’s needed a way to attract this highly valuable, uncommitted segment.
The need was not just for a better digital circular, but for a digital advertising platform capable of executing high-frequency, item-and-price dependent campaigns tied directly to in-store sales.
The Red Pepper Solution: Localized, Performance-Driven Advertising
Red Pepper executed an Amplify-led campaign that turned Redner’s weekly promotions into automated promo advertising at scale. We promoted hundreds of individual offers each week by dynamically generating display ads aligned to the current weekly digital circular.
Each ad placement drove shoppers into the interactive circular experience, allowing Redner’s to consistently promote deal-based messaging and measure how weekly offers contributed to engagement and sales.
Amplify Activation: Replaced broad brand campaigns with performance-driven, localized, and product-based advertising.
Shifted investment from unmeasurable brand spend to high-ROI acquisition.
Precision Targeting: Deployed geo-targeted display ads within five miles of each store location.
Expanded reach beyond loyalty members to target new, high-intent shoppers close to the point of purchase.
Automated Creative: Utilized Dynamic HTML5 ads that automatically showcase weekly promotions, pulling data directly from the digital circular.
Ensured real-time offer relevance and maximized efficiency by eliminating heavy, manual creative production.
The campaign succeeded by delivering clickable promotions, driving shoppers directly to an interactive digital circular experience, integrated to ecommerce.<span style=”font-weight: 400;”>
Results and Key Outcomes: Customer Acquisition and Retention
The shift in strategy delivered powerful, measurable results, proving that localized promotional advertising directly drives sales and improves customer frequency.
31%
Increase in New Shoppers
34%
Increase in Returning Customers
0.34%
Click Through Rate (CTR)
The campaign succeeded by delivering clickable promotions, driving shoppers directly to an interactive digital circular experience, integrated to ecommerce.
Conclusion: Simple Setup, Real Results
Redner’s successfully adopted Red Pepper’s scalable, closed-loop advertising solution to gain a competitive edge. This case demonstrates the power of a modern advertising platform that seamlessly integrates with a retailer’s promotional workflow.
“Red Pepper made it simple for us to bring our circulars online and use them in advertising that actually attracts new shoppers. We’ve seen real results in reaching beyond our core audience.” — Eric White, Director of Marketing, Redner’s
The proven results for new customer acquisition and retention demonstrate that Red Pepper provides the high-impact, measurable strategy required for Tier 1 and mid-market retailers in today’s digital landscape.
Ready to Grow Your Shopper Base? Speak with a Retail Strategy expert today.
