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Practical Value

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There is a glut of deal-of-the-day offers, but how many of them are really practical? Sure, it may be great to save 35 percent on eyebrow threading at a chic new place across town, but wouldn’t you rather scoop up two 64-ounce cartons of orange juice at your local grocery store?

The folks at Aisle50 are betting shoppers will opt for the latter. Founded earlier this year by “a secret cabal of grocery shoppers tired of 10-cent coupons, 30-page newspaper fliers and hard-to-use coupon websites,” Aisle50 endeavors to “bring to the people one exceedingly excellent grocery deal every day.”

Aisle50’s first partnership is with the Lowes Foods supermarket chain in Virginia, North Carolina and South Carolina, and utilizes the grocer’s existing customer loyalty card. How does it work? Customers are alerted to the day’s deal by e-mail. (Deals are usually for around half-off the regular price.) They can then opt to purchase the item at that discounted rate online at Aisle50 using a credit card. Once the item is purchased, Aisle50 applies a credit to the customers’ Fresh Rewards card: At the store, shoppers pick up the item and the price is wholly removed from their bill when they swipe their Fresh Rewards cards. The discount cannot be obtained in the store independent of Aisle50.

Lowes Foods is the first to partner with Aisle50, but the company is in negotiations with other supermarkets. Aisle 50 expects to soon have embedded apps for iOS and Android.

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