Dole, Price Chopper team up for mobile marketing

12/29/2010 02:45:54 PM
Pamela Riemenschneider

Dole’s promotion with Schenectady, N.Y-based Price Chopper Supermarkets already netted plenty of Mobile Salad Club fans so far.


This is the first promotional partnership with a retailer for Monterey, Calif.-based Dole Fresh Vegetables, said CarrieAnn Arias, senior manager of shopper marketing.

“Mobile platforms have become a big focus for us from a marketing perspective,” Arias said. “This is the first of what we think the future of marketing for us.”

The promotion includes two dimensional quick read codes that lead shoppers to the Dole Salad Club Mobile site. The QR codes appeared on the Price Chopper Facebook page, the company’s website and print advertisements. For those not equipped with smart phones, a text messaging-friendly short code was used.

In the first day of the promotion, Dole had several hundred consumers sign up for the Mobile Salad Club through Price Chopper’s Facebook page, Arias said.

“That’s pretty impressive on a static Facebook page,” she said.

The promotion with Price Chopper is the pilot test of the Mobile Salad Club, a promotion Arias said Dole hopes to expand to other retailers.

“We’re pleased with the adoption rate so far,” Arias said. “The exciting thing is that it created a lot of conversation on Price Chopper’s Facebook page. These people adopting early are going to be the ones that help us shape what our Mobile Salad Club looks like.”

Following the QR code takes consumers to a sign-up page for a chance to win a $500 Price Chopper gift card, recipes and a tour of Dole’s iPhone app, which launched in October.



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