Notes and Thoughts on Grocery 2.0

On Wednesday, August 5, 2009, Stripes Group completed a $13 million equity investment in MyWebGrocer Inc., a rapidly growing and profitable Colchester, VT‐based software‐as‐a‐service company providing leading regional and national grocery store chains and consumer packaged goods companies with online commerce and digital media services. As part of their unique platform, MyWebGrocer operates the nation’s largest grocery ad network with over 4 million monthly shoppers.

DanMarriott, Managing Partner of Stripes Group, will be joining the MyWebGrocer Board of Directors.

About Stripes Group:

Stripes Group, founded in 2003 and based in New York, is a private investment firm focused on growth stage minority and majority investments in rapidly growing and profitable internet, software‐as‐a‐service, technology‐enabled services and consumer products companies. Stripes Group typically partners with founder‐owned and operated companies that have had no prior institutional investors.  For more information on Stripes Group, visit www.stripesgroup.com.

About MyWebGrocer, Inc.:
MyWebGrocer, founded in 1999 and based in Colchester, VT, is a founder‐owned and managed software‐as‐a‐service company providing online commerce, communications and digital media services to leading grocery store chains and consumer packaged goods companies while also operating the nation’s largest grocery ad network. MyWebGrocer has been profitable nearly since inception and has established itself as the leader in the industry with over 5,000 grocery stores nationwide using their platform and over 60 globally recognized brands, including Kelloggs, Unilever, Nestle and P&G, reaching 4 million monthly shoppers on their industry‐leading grocery ad network.

MyWebGrocer Produces Facebook Application for Unilever’s Ben & Jerry’s

June 1st 2009, Colchester VT: Through the use of social media MyWebGrocer launched a customized Facebook application in twenty-one countries for premium ice cream manufacturer, Ben & Jerry’s. The custom Facebook application provides Ben & Jerry’s 900,000 Facebook Fans with enhanced lines of communication from manufacturer to consumer and consumer to manufacturer.

The global Facebook application, launched on April 14th, enabled Ben & Jerry’s to collect valuable global email addresses of their Facebook Fan base and provide consumer insights for individual countries. These email addresses opened the line of communication allowing Ben & Jerry’s to send news, product updates, specials and other relevant communications to their consumers. It also gave Ben & Jerry’s insight on how to geo-target their advertisements within different markets, and give insight for future product development based on country specific trends.

The custom Facebook application, “Do the World a Flavor”, mirrored the promotion from Ben & Jerry’s website and further enhanced their marketing promotions currently in place. MyWebGrocer worked with Ben & Jerry’s internal development team to make their application function on Facebook.

“We were excited to be able to offer a solution to a key client’s problem” explains Gerry Howatt, Director of Marketing Services at MyWebGrocer. “While discussing an email acquisition program we were launching for Ben & Jerry’s, they expressed the desire to also capture information from their Fans on Facebook. MyWebGrocer had made the commitment to creating solutions for grocery retailers on Facebook, so it was an environment we knew we could navigate for Ben & Jerry’s.”

“MyWebGrocer worked diligently on creating a Facebook application that truly mirrored our brand” explained Katie O’Brien, Web Marketing Manager of Ben & Jerry’s. “Their level of dedication and detail oriented skill set made them a pleasure to work with. We had many changing needs throughout the course of this project and MyWebGrocer was completely flexible. Our Facebook application opens the lines of communication between us and our Facebook fan base.

About Ben and Jerry’s:
Known not only for their funky flavor names like Cherry Garcia®, New York Super Fudge Chunk®, and Phish Food®, but for their dedication to social causes, the company operates its business on a three-part mission statement emphasizing product quality, economic reward and a commitment to the community. A wholly-owned autonomous subsidiary of Unilever, Ben & Jerry’s contributes a minimum of $1.1 million annually through corporate philanthropy that is primarily employee led. Additionally, the company makes significant product donations to community groups and nonprofits both in Vermont and across the nation. The purpose of Ben & Jerry’s philanthropy is to support the founding values of the company: economic and social justice, environmental restoration and peace through understanding, and to support our Vermont communities. For the full scoop on all Ben & Jerry’s fabulous flavors and social mission initiatives, visit www.benjerry.com.

About MyWebGrocer:
MyWebGrocer provides digital services for leading retail grocers since 1999. MyWebGrocer has the largest grocery advertising network in the country covering 85% of the US, earning their clients direct ad revenue. Some of our clients include Shoprite, Lowes Food Stores, Big Y, Food Lion and 95 other leading grocery chains. For more information please visit www.mywebgrocer.com or call 1-888-662-2284.

After piloting the program with employees for several weeks, Buehler’s launched online shopping at its Medina River Styx location in early October. An astonishing 70% of all orders they are receiving are coming from new customers. One consumer sent Buehler’s this email, “I used to shop at a competitive retailer just for the fuel incentives, but with your online shopping service, I find my time is of greater value than a few dollars off gas. Even with the new Super WalMart opening, I will still choose Buehler’s online shopping.”

Mary McMillen, Director of Consumer Affairs and Project Lead for Buehler’s Click, Load & Go, notes, “In today’s challenging economic market, online shopping is affording Buehler’s a new service to offer our consumers, as well as a net new growth engine for our company. Acquiring new customers in good times is hard enough, let alone in tough economic times. Our new online shopping initiative is allowing us to make the most of the very challenging competitive markets.”

“Differentiation is always key in the retail grocery market and I could not be happier with Buehler’s success to date. Especially in today’s market, I am thrilled MyWebGrocer can help Buehler’s build a profitable and growing channel for their business”, adds Curt Alpeter, Sr. Vice President of Sales for MyWebGrocer.

MyWebGrocer is proud to be the industry leader in online grocery services, powering hundreds of thousands of orders yearly. Their model leverages the retailer’s existing brick and mortar locations by providing a comprehensive eCommerce program for in store pick-up and/or home delivery. Each online store is customized to mirror the same inventory, pricing and promotions as the physical store. When retailers, such as Buehler’s Supermarkets, utilize MyWebGrocer’s detailed training, operational best practices, handheld picking tools and a product inventory of over 600,000 items, building an online shopping channel is seamless, profitable and a significant differentiator over your competition.

About Buehler’s: Buehler’s is a family-owned chain of thirteen stores located in Wooster, Ohio.

About MyWebGrocer:
MyWebGrocer was one of the first to launch online Software as a Service for retail grocers in 1999. MyWebGrocer increases basket size, acquires new customers, retains current customers, and drives revenue in-store and online business for their clients. MyWebGrocer has the largest grocery advertising network in the country covering 85% of the US, earning their clients direct ad revenue. Some of their clients include Shoprite, Lowes Food Stores, Big Y, Food Lion and 90 other leading grocery chains. For more information please visit www.mywebgrocer.com or call 1-888-662-2284.

Your business has a new online service and you want your consumer’s to know about it; how do you accomplish this? This was the question Piggly Wiggly Carolina Co., Inc. was asking when they launched their online grocery shopping application powered by MyWebGrocer in May 2008. Order count was on the rise but Piggly Wiggly wanted to see more.

Piggly Wiggly opted for MyWebGrocer’s marketing services package which includes flyers, receipt holders, email announcements, and an online shopping how to guide. The first marketing tactic that they launched was the email announcement. This email announced that online grocery shopping was now available at certain Piggly Wiggly locations. It was sent to their large customer email base and had a positive response. The announcement went out in the beginning of July and by the end of the month they had an increase in orders immediately. Piggly Wiggly Carolina Co. is seeing an average order growth rate of 53% month over month.
“MyWebGrocer graciously approached us regarding a trial of their New Store Marketing Program to promote our online shopping service,” explains Christy Boudolf, Assistant Marketing Director. “They seeded us with great tactics for a strong in-store marketing presence including: online shopping flyers, register receipt envelopes, email announcement text, shopping cart signs, and more. We took many of their ideas and added some of our own– outdoor in a suburban segment of our home market, radio spots in select markets, additional email blasts, uniform vests with our Click ‘n Shop logo for personal shoppers and baggers and lapel buttons for front end employees. MyWebGrocer’s ideas provided a needed jumpstart to our program. Our store employees were excited with the influx of materials to help share the message of our online shopping service with our time-starved guests.”
“Online Shopping is not a ‘build it and they will come’ service”, adds Curt Alpeter, Sr. Vice President of Sales for MyWebGrocer. “It takes online and offline marketing efforts to build the interest and the simple fact the service is available. Over the years we have seen what marketing efforts work and which do not. Our new Marketing Services offering is meant to keep our Retailers from re-inventing the wheel in this area.”
Combining these types of services with comprehensive search engine marketing tools provides a solid marketing base for any retailer trying to be successful with online shopping.
About Piggly Wiggly Carolina Company: A Charleston, S.C., based Supermarket Company founded in 1947. Piggly Wiggly Carolina Company today is the largest 100% employee-owned, privately operated retail company in South Carolina. The Company has more than 105 stores and over 5,000 employee owners throughout South Carolina and southeastern Georgia.

As MyWebGrocer continues to grow, fall becomes “job fair” time. MyWebGrocer is looking forward to being a part of the VT 3.0 Tech Jam scheduled for this October at Champlain College. Developers come to the MyWebGrocer table! MyWebGrocer is continuing to add to new clients so they’ll need new employees to back up their additions.

For more information on the event please visit: http://www.vermont3.com/october08-exhibitors.html

and be sure to stop by the MyWebGrocer table for for some freebies…oh yeah and to drop off your resume!

Cheers!
Courtney