Over a four month period, a series of articles in the newsletter promoted the Safeway private label peanut butter. The articles described how this peanut butter was made, and what went into it. Jiff Users, Skippy Users and previous non-users of peanut butter at Safwway. . It is an illustration of the pinpointed accuracy with which club membership targeting programs can change customer behavior. The program also included personal recognition.
Members get free ice cream on their birthday.
The customers loved it. One evidence was provided by the reaction to Bill McDown, a division manager whose picture was featured on the first page of the newsletter. All the laser letters were personalized from him. When he would go to the stores, people would recognize him and come to shake his hand. The first year of the program, he got 3,000 Christmas cards from Safeway Customers.