Company hoping to pull customers away from rival
San Francisco, CA -- (SBWIRE) -- 10/30/2012 -- The Twin City area coupon fans have to be thrilled with Rainbow foods planning to try an unlimited double coupons movement, a cash saving phenomenon in their area.
Stephanie Acocella is so excited that she is taking a full day off work to make it to the promotion as soon as it begins.
"I'll be there when the doors open at 6 a.m. with about 50 coupons, organized by store layout," said the 26-year-old from Apple Valley.
Many supermarket deals that double the value of coupons is often a limited time deal. The rise in the use of the part-time price-dropping has seen a rise in use by markets in the last two years.
However, while the offers do bring in customers, the stores that utilize the tactic are often expensive stores to begin with. The discount often only marginally aids customers to gain actual and impactful savings. Unlimited deals are much less common these days, and so the opportunity for one can be seen as quite a large deal by consumers.
"They dropped it after too many people were coming in with 20 coupons of one item to stock their miniwarehouses," said Phil Lempert, a food industry analyst at Supermarketguru.com.
Rainbow is attempting to go against the grain as they advertise the permanent lower pricings. However, Lempert is not sure that they will see a large influx of new customers from the use of the plan.
The offer is partially a tactic to pull customers away from Cub Foods, a rival company, while bringing in some quick cash from those who want to take advantage of the deals.
"This is a very smart move by [Rainbow parent] Roundy's," said David Livingston, a supermarket analyst in Waukesha, Wis. "It takes market share from Supervalu and raises some short-term cash, which will help Roundy's cover its upcoming dividend."
Pocketyourdollars.com employee, Carrie Rocha, stated that her bloggers have received over 250 comments in anticipation of the two-day promotion.
"There are people commenting on my blog who say they've spent 12 hours preparing their lists," Rocha said. "One woman said she is as excited as a child on Christmas morning."
Rainbow had previously placed a five-coupon cap on shoppers, per transaction. The new offer is what is considered ‘a pilot’ according to Vivian King, a spokesperson for Rainbow’s parent company, Roudy’s.
"We can't say if it will replace the current system of doubling," she said. "We'll evaluate it afterwards."
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