Today I received two of the exact same pieces from Wegman's http://www.wegmans.com/(which is my favorite supermarket, but more on that another time). I like the tone of the message on the piece. "Since you are one of our best customers..." "We are concerned about the escalating cost of healthcare..." The wording tells me that Wegman's cares about its customers and employees. (Employees are mentioned often in the piece.) Wegman's is atuned to the economy and how it affects their business. The piece lists several hundred prescription drugs and Wegman's pricing of these drugs for 30 day and 90 day prescriptions. This piece is straight-forward and simple (minimal colors). Why did I get two of these pieces? Both are addressed to the same name and address, no differences. The pieces look the same and even have the same coding. Wegman's should review their merge/purge directions to their mailing vendor. If Wegman's mailed this piece to even a small portion of its mailing list twice, they would be wasting their marketing dollars. I also wonder how they will analyze how this mailing performed. The direct marketer in me, for analysis purposes, wants Wegman's to have the customer mention something about the piece and get something special at the Wegman's pharmacy...
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