Farmer Jack brings back Bonus Savings Card
In Detroit, USA, the past few months have seen a renewed campaign by Farmer Jack Supermarkets to cut costs, save jobs, and renew customer enthusiasm for the grocer, culminating in the reintroduction of the company's original Bonus Savings Card, among other marketing initiatives.
The company's management team has recently implemented policies to provide improved customer service, fresh goods in all departments, and greater value for customers. As a result of the new strategy, the company is returning to its own past to reintroduce its previous price-cutting advertising strategy, under the name Savings Time.
Bonus card comes back A key component of the Savings Time campaign was reintroduced last month: the Bonus Savings Card (BSC). This card, apart from carrying special features such as price-focused family size "Jack Packs" in selected categories, also provides Farmer Jack's customers with tools to maximize savings in-store.
According to Tom Lenkevich, Farmer Jack's divisional vice-president of operations, the company has already added more than 500,000 new cardholders to the programme.
Customer focus Savings Time was introduced as a customer-focused marketing campaign to welcome customers into the stores, and to tell them that they are being given good value, fresh goods, and price savings every day.
According to Lenkevich, "The Savings Time message was clearly top of mind when it was created in 1995 to support the company's hard driving savings story. In 2006, this programme is even more important to our customers and to our employees, who along with Farmer Jack Supermarkets, have deep roots in our southeastern Michigan communities."
Campaign launch The new It's Always Savings Time at Farmer Jack campaign began on 6th May 2006, and is being supported by an advertising programme including weekly circulars, radio spots and truck signage.
Interestingly, the company's recent research found that many Michigan consumers still recall the original Savings Time jingle. The company reports that one Detroit native now living in California had even e-mailed Farmer Jack to ask for a copy of the jingle, to have a "piece of home" on his computer.
Farmer Jack Supermarkets is an operating unit of the Great Atlantic & Pacific Tea Company, which operates 407 stores in ten US states, including A&P, Farmer Jack, Waldbaum's, The Food Emporium, Super Foodmart, Super Fresh, Sav-A-Center and Food Basics.