Low-price Campaign Reduces Wegmans’ Need for Flyers

Wegmans Food Markets plans to reduce the frequency of print flyer production to twice monthly, according to a message from the Rochester, N.Y.-based grocer’s SVP of consumer affairs, Mary Ellen Burris, in the April 3 circular.

The reduction is the result of Wegmans’ determination to freeze prices through the end of 2011 on 40 staple items, the Syracuse, N.Y., Examiner reported. Burris’ message said that the new printing schedule will take effect after April 24, with physical flyers still available in stores and electronic versions available online. The circular is currently printed weekly.

“Our goal is to reinvest the dollars spent on our weekly ad in ways that directly benefit you,” Burris said in the April 3 edition of her weekly message in the flyer, as well as on Wegmans’ website. “In addition to keeping prices low, we’ll offer more product sampling and more coupons mailed to your home. Also, we will be sharing news and offers by e-mail and our website.”

The newspaper speculated on the adverse effect Wegmans’ reduced flyer printing schedule could have on other businesses such as local newspapers that might experience declines in paper advertising sales, possibly offsetting any short-term paper waste disposal savings attained by area recyclers and landfills.