About Ukrop’s
Ukrop’s is Richmond’s leading supermarket chain, operating 29 Ukrop’s Super Markets, Joe’s Market, a central bakery and kitchen, and a distribution center. The family-owned company was founded in 1937 by Joe and Jacquelin Ukrop, and is run today by their sons Bobby and James. Central Virginia shoppers head to Ukrop’s Super Markets for baked goods, prescriptions, to-go meals, and even banking and dry-cleaning services. However, in strict compliance to its founders’ wishes, Ukrop’s does not sell beer or wine, and the stores are closed on Sundays. Joe’s Market, which debuted in 2001, is a newer store format featuring gourmet and specialty foods.

The Challenge
Ukrop’s implemented an annual charity-based promotion called “Golden Gift” in 1988. For many years, the program was administered manually: Ukrop’s customers would collect register receipts during the promotion’s February–March time frame and turn them into their favorite charity, which in turn would total the receipts, submit them back to Ukrop’s, and receive a pro-rata share of a set amount designated by Ukrop’s by check. In later years, Ukrop’s began using their pos system to print running totals for its customers on their receipts during the promotion time frame, and participants would only need to turn in the final receipt to their charity of choice.

To download the full Ukrop's Case Study and learn about the solutions Benevolink provided for Ukrop's supermarkets and their results, please visit our Loyalty Marketing Toolkit