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Gelson’s Rewarding VIP Customers With Sampler Box


Encino, California-based Gelson’s has introduced the Rewards Program Sampler Box as a way to not only reward and thank their most loyal customers, but also to showcase some new products. VIP customers receive a box each quarter highlighting new items with samples and high-value coupons. The box enables customers to try new products risk-free that they may then be encouraged to buy. 

“Every quarter, our highest tier, most loyal customers will automatically receive a box at checkout containing a curated assortment of 10 to 15 sample-size items. The response from our customers has been extremely positive,” said Rich Gillmore, senior director of center store category management for Gelson’s. “We are excited to do this for our loyal customers and introduce them to something new while providing our vendors the opportunities to get their products to a very targeted audience of our best customers.” 

The innovative program was co-created with Bunny James Boxes, a leading provider of food boxes tailored to various dietary preferences or restrictions. Bunny James specializes in e-commerce, corporate and retail gift box experiences in the food and beverage arena. 

“The pandemic provided us the motivation to find a new way to introduce new items to our customers. The inability to do live sampling events opened the door for this great partnership,” said Gillmore. The Gelson’s merchant team solicits submissions from new and trending brands.  Selected vendors then work directly with Bunny James Boxes for fulfillment.  

“Gelson’s is an organization that values bringing cutting-edge concepts to market which made for the perfect partnership. The mission of the program was to show Gelson’s top customers how much they are valued through a groundbreaking gift box experience showcasing innovative products. It’s fun, safe, and I think we nailed it,” said Lonny James, CEO of Bunny James Boxes. “The feedback from customer surveys are proving incredible results as 89 percent of customers have confirmed they will be purchasing items from the box at Gelson’s stores.” 

Each box comes with a wide selection of unique products selected by the Gelson’s team in collaboration with the vendor community. Customers can then provide feedback by scanning a QR code to access an online survey.

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