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Supervalu taps PointRoll to boost grocery sales

NEW YORK — Amid researching its customers' changing media habits, supermarket retailer Supervalu has partnered with a leading provider of digital marketing services and technology to enhance how the grocer reaches customers.

Supervalu said that after conducting a joint study with Nielsen Catalina Solutions, which measured more than 30 million impressions delivered by PointRoll, in-store sales at Supervalu experienced an overall increase during a three-month period, thanks to PointRoll's PaperBoy eCircular, an interactive expandable ad unit.

The PaperBoy ad sales lift among exposed households was three times higher than a standard ad lift, although the average frequency on the standard ads was 75% higher, the study found. The average cost per thousand, the study noted, was the same for both the standard nonexpanding and expandable PaperBoy ads. Supervalu noted that online display campaigns boosted both online penetration and in-store sales.

Shelly Nelson, director of connections strategy and media for Supervalu, said the retailer will roll out the PointRoll program at additional banners throughout the year. "This study not only enabled us to better understand our customers and respond to their changing media habits, but [also] to acutely measure the value of our online spend and the benefits of more relevant and activation-based advertising," Nelson said. "Online delivery of weekly sale items is cost-effective and is relevant to today's consumer."