Gelson's Uses Ideal Digital Circulars Ahead of Latest SoCal Store Opening
Gelson's Markets has become one of the first supermarket chains to employ digital circular distribution as a core component of its grand-opening strategy. The upscale independent grocer’s new small-format Toluca Lake location in Southern California, which opened this past Jan. 28, made use of Ideal by Design House’s Digital Circular to generate customer awareness and engagement.
As part of its digital strategy, Gelson’s revealed the Toluca Lake store opening several weeks in advance, employing targeted digital media within the defined marketing area. Ideal’s Digital Circular was a primary tool in the grand-opening digital plan, allowing Gelson’s to communicate promotions, store features and event details to customers across various channels.
The Toluca Lake store has a sales area of under 10,000 square feet but still offers the premium amenities the supermarket chain is known for, including full-service meat and seafood departments, fresh produce, grocery items, floral offerings, natural and kosher products, baked goods, gift baskets, and a curated wine cellar. Customers learned of these features in advance through the Ideal Digital Media Network.
ALSO: The Digital Circular Gap: Smaller Grocers Struggle to Modernize Foundational Shopper Touchpoint
“Our goal with Toluca Lake was to meet customers where they already are – while using smart digital tools to deliver the elevated, neighborhood experience Gelson’s is known for,” explained Rick Williams, chief merchandising and marketing officer at the Encino, Calif.-based grocer, which is celebrating its 75th anniversary this year. “Our partnership with Ideal allowed us to tell our story with the digital circular and enhance how customers discover our new store while driving meaningful engagement across multiple channels.”
“Gelson’s has been a valued partner of Ideal since 2021 and continues to maximize the efficiency and cost savings of its digital circular implementation,” noted Adam Zimmerman, co-founder of Chagrin Falls, Ohio-based Ideal. “Their innovative approach to digital advertising sets a strong example for the future of grocery marketing.”
Founded in 1951, Gelson’s operates 27 supermarkets throughout Los Angeles and Orange counties.
This article was originally published on P2PI sibling brand Progressive Grocer.
