DeCA Taps Inmar for Digital Promo Program

The Defense Commissary Agency (DeCA) has joined the Inmar Promotion Network with the launch of the “Commissary Rewards Card” program. The initiative is a load-to-card promotion program enabling customers to access and redeem digital coupons at all DeCA stores.

Network members deploying Inmar’s real-time relationship platform are now approaching 14,000 retail rooftops. With 247 locations providing groceries to military personnel, retirees and their families in 13 countries, Fort Lee, Va.-based DeCA is the 18th-largest grocery store chain in the United States, according to Progressive Grocer’s Super 50 rankings for 2012.

Under the Commissary Rewards program, shoppers receive the cards in-store, which they then register at the DeCA website. Once the cards are registered, shoppers can select available offers from the site and load them directly to their cards. Coupons are redeemed automatically at point of sale with the purchase of appropriate product(s) and presentation of the card to the cashier.

“These cards will allow our customers to maximize their commissary benefit by using technology to save time, effort and money,” noted DeCA director and CEO Joseph H. Jeu.

The initial response of commissary shoppers to the program has been highly positive, according to Winston-Salem, N.C.-based Inmar. Since testing of the initiative began in August, 61 percent of the cards distributed to store visitors have been registered, and in just the first month of testing, DeCA’s website experienced a 78 percent increase in unique visitors.

“Not only … are [we] assisting an important client to build business through the effective execution of digital promotions, but [we’re also] helping -- if but indirectly -- those who have served, and are serving, our country,” said Inmar CEO David Mounts.

Future enhancements to the program will enable DeCA’s industry partners to target savings based on a customer’s specific usage, alert patrons to available sales promotions at local stores, and reward consistent shoppers with specific incentives.