Delhaize U.S. Chains Launch Online Interactive Circular Program

BRUSSELS -- Delhaize America's Food Lion, Hannaford Bros., and Sweetbay Supermarket have implemented a new interactive online circular program from Houston-based Adplex.

Adplex VirtualStore is a retailer-branded Web site that Adplex touts as an "evolutionary step beyond the traditional printed weekly advertising circular." The online destination creates a community of consumers who opt in to receive in-depth information and premium services designed to enhance the shopping experience. Key program elements include searchable weekly specials, streaming how-to videos, an online shopping list manager, and a searchable recipe program.

"Our new Adplex-powered VirtualStore gives us a direct way to communicate one on one with our customers, unlike anything we’ve ever been able to do through traditional marketing methods," said David Palmer, director of loyalty marketing at Food Lion, in a statement. "Furthermore, in the end, we will be able to create meaningful customer-specific offers based on the individual's unique interests and shopping habits. Our ultimate goal is to create a Web-based experience that is more enjoyable and relevant to our customers that keeps them coming back week after week. Our VirtualStore is just the beginning of this process."

Bruce Daman, director of brand communication at Hannaford Bros., observed that the technology allows it to reach consumers who live in remote regions.
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