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Grocery stores target individuals new to town through direct mail

While reports of social and mobile marketing may be the trendy medium du jour, businesses across the nation are still putting their address verification software to creative and effective use.

For example, a number of grocery stores nationwide are using direct mail to reach out to new members of the community as well as track their responses. Additionally, such initiatives are low cost and help to build new relationships.

The direct mail pieces can include incentives such as discounts, coupons or even store credit. Furthermore, when consumers use these pieces, the stores can register use and measure the effectiveness of a certain program.

"At Hy-Vee, we set ourselves apart with unique service offerings and superior customer care," said Susan Jones of Missouri supermarket Hy-Vee. "Through our new mover direct mail effort, we've been able to relay that message to new movers and it's made a big difference."

With the mail pieces, businesses can also personalize them for the consumer as well as the town. If individuals have just moved to the city, why not offer them tips or things they should see? This will help create trust and loyal shoppers.