_ Date: _ Retailer Name: _ Retailer Number: _ Contact Name: _ Contact Phone: _ Contact Email: _ In order for your SVDigital website to be fully integrated with your print circular, we need access to retrieve your ad files directly from your printer. Please have your printer fill out the below information and return this form to your SUPERVALU Account Manager. Printer Company Name: _ Printer Contact Name: _ Printer Contact Phone: _ Printer Contact Email: _ FTP Server Address: _ Username: _ Password: _ Directory Path to Ads: _ File Type

1. WELCOME TO
Retailer’s Guidebook

2. 1
TABLE OF CONTENTS Page #:
Master Checklist …………………………………………………………………………...2
Welcome to SVDigital ...………………………………………………………………….....3
Partners…………………………………………………………………………..………………4
Contact Information…………………………………………………………………..…………5
ProLogic Agreement…………………………………….…………………………..................6
Hosting Agreement……………………………………………………………………………...7
Retail Technology Information Gathering Form………………………………………..........8
Coupon Authorization Process…………………………………………………………….9-12
Coupon Authorization Consent Form……………………………………………………13-14
3rd
Party Printer FTP Access Consent Form……………………………………………15-16
Customized Quote…………………………………………………………………................17
Customized Site Map……………………………………………………………………........18
What is SVDigital? ………………………………………………………………………...19-20
Why SVDigital? ………………………………………………………………………………..21
ProLogic Implementation Process ……………………………………………....................22
Launching Strategy …………….……………………………………………………….23
Pre-Launch Week 1-4..……………………………….……………….…………..24-25
Barcode Scanner Testing …………….…………………………………………………..26-27
BETA Testing Download Instructions………..…………………………………………..28-30
BETA Testers Sign-Up Form…………………………………………………………………31
Post-Launch Week 1-4…………………………………….……………………...32-33
12 Week Marketing Plan (Post Full Launch)……………………………………………34-36
How-To’s and Helpful links………………………………………………………………..37-39
Common Questions & Answers……………………………………………………...40
Marketing Plan ………….……………………………………………………………....41
Marketing Materials Order Form…………………………………….…………………...42-44
Using the App in Store
Cashier’s Role……………………………………………………………...………………45-49
Consumer’s Role: How to Download the App…………………………….…………….50-51

3. 2
MASTER CHECKLIST
❏ Receive Quote
❏ Approve Quote, sign, and return to Account Manager
❏ Receive Site Map
❏ Make edits/changes/revisions to Site Map and return to Account Manager
❏ Approve finalized Site Map
❏ Provide content: text, images and PDF for website to Account Manager
❏ Sign and Return Hosting Agreement to Account Manager
❏ Sign and Return ProLogic Agreement to Account Manager
❏ Complete and return Retail Technology Information Gathering Form to Account
Manager
❏ Receive email containing 2 JPEGs for Barcode Scanner Testing Form
❏ Test front end scanner system (via Barcode Scanner Testing Form)
❏ Fill out and return Barcode Scanner Testing Form to Account Manager
❏ Order hand scanners (if necessary)
❏ Update front end scanner system (if necessary)
❏ Inform Account Manager if retailer has existing Fuel Program
❏ ProLogic “J Brain” installation conducted by Retail Technology
❏ Confirm weekly conference call with SVDigital Partners (Supervalu Consumer
Marketing and ProLogic)
❏ Send in “SVDigital Signage Materials” order form to Account Manager
❏ Educate internal employees of SVDigital
❏ Appoint Digital Experts for your store
❏ Fill out BETA Testers Sign-Up Form and return to Account Manager
❏ Download the BETA testing version of your app
❏ Test out all aspects of the BETA version app internally (per BETA test document)
❏ Encourage internal employees to test out and become familiar with new app and
platform
❏ Display POP Marketing Materials throughout your store
❏ SVDigital App and Website platforms go live
❏ Follow 12 week Marketing Plan post launch
❏ Drive customer interaction and sales!

4. 3
WELCOME TO SVDIGITAL
Welcome to SVDigital!
We are excited that you have chosen SVDigital as your solution to interact with your
shoppers!
SVDigital provides:
 Interactive weekly ads
 Mobile shopping lists
 Digital coupons easily redeemed from mobile phones using a single barcode
scanned at check-out lanes
 And more!
As we begin the SVDigital implementation process, our commitment and collaboration
with you is what will make SVDigital successful.
 We establish achievable timelines and help you accomplish the required
materials in order to implement SVDigital.
 We guide you through the onboarding, implementation, training and education,
and public launch processes of the SVDigital program.
 We collaborate with you to create a custom website and a mobile app that
integrates with the site.
 We prepare you with educational, training, and testing tools for your employees
to prepare for the launch of SVDigital.
 We provide professional marketing materials to help you advertise, educate, and
engage your shoppers so that you can maximize usage and generate sales.
This binder serves as your guide as we work together to prepare for your SVDigital
launch. We will reference it often and will request that some of the materials enclosed
be completed and returned to ensure a successful SVDigital launch - but be assured
that we are here to assist you.
We look forward to working with you!
Aija Jantz: 952.932.4411 Lisa McDonald: 804.746.6462
Carly Mandler: 952.932.4640 Lee Cox: 678.398.3592
Erin Holley: 952.932.1954 Nancy Parker: 937.564.5202
Helen Ackerman: 952.932.4324 Ralph Ventura: 724.755.4053
Joan Francis: 262.942.3235 Robin Gibson: 804.746.6453
Julie Soper: 262.942.3238 Tim Traynor: 253.404.4003

5. 4
SVDIGITAL PARTNERS
What makes SVDigital a success is the joint coordination and effort from all our
business partners. With each Company in charge of different aspects of SVDigital, we
work as a team to create your new interactive platform.
Meet the Team
ProLogic: Loyalty and digital integration management
Imagewerks: Website Design
Flipp: Circular weekly ad postings & interactive material
management and creation
YouTech: Digital Coupon hosting website
SUPERVALU: Consumer Marketing, IT & Retail
Technology

6. 5
CONTACT INFORMATION
Place holder for filled and completed “Contact Information” PDF in “SVDigital Retailer’s
Guidebook Inserts” folder

7. 6
PROLOGIC AGREEMENT
The following pages contain the ProLogic Agreement document. In order to proceed in
the process of implementing SVDigital into your store, this document must be read in its
entirety, signed to agree to the terms and conditions as stated in the document, and
returned to your Account Manager at SUPERVALU. SUPERVALU will proceed to
having ProLogic counter sign the contract as well. You will receive a finalized copy after
both parties sign appropriately.
Please see next page for agreement

8. 7
HOSTING AGREEMENT
The following pages contain the “SVDigital Hosting Agreement” document. In order to
proceed in the process of implementing SVDigitial into your store, this document must
be read in its entirety, signed to agree to the terms and conditions as stated in the
document, and returned to your Account Manager at SUPERVALU. You will receive a
finalized copy after signed appropriately.
Please see next page for agreement

9. 8
SVDIGITAL RETAIL TECHNOLOGY INFORMATION
This form is to assist your SUPERVALU Retail Technology consultants in gathering
information for SVDigital retailer onboarding. Please fill out this document in its entirety
and return to your SUPERVALU Account Manager.
Today’s Date:
Date requested for information provided back to Account Manager:
Store Name:
Store Number: Store Contact:
Address:
Phone: Email:
POS System:
Does Retailer currently have handheld scanners? Yes No
If YES: what kind?
If NO: will they be purchased for SVDigital?
Please return completed form to your Account Manager. They will forward the
information to your Retail Technology Consultant.

10. 9
COUPON AUTHORIZATION PROCESS
For your SVDigital site, there will be three different coupons processes for the different
type of coupon offers: Syndicated offers, SUPERVALU created offers, and Retailer
created offers. Each type of offer has a different way it can be shown on your SVDigital
site. The following flow charts show the different ways in which these offers are
processed. Please be aware that Retailer Created Offers cannot be made “clickable”
on your SVDigital site and will not be interactive.
There are three possible coupon processes: please see the following three pages.

11. 10
Syndicated Offers

12. 11
SUPERVALU Created Offers

13. 12
Retailer Created Offers

14. 13
COUPON AUTHORIZATION CONSENT FORM
The following page contains the Coupon Authorization Consent Form document. In
order to proceed in the process of implementing SVDigital into your store, this document
must be read in its entirety, signed to agree to the terms stated in the document, and
returned to your Account Manager at SUPERVALU.
Please see next page for agreement

15. 14
COUPON AUTHORIZATION CONSENT FORM
Dear SVDigital Retailer,
As we are beginning to upload the digital coupon offers into your new SVDigital
website/app, we have received the request to allow content to be marketed via 3rd
party
sites such as Cellfire.com and Coupons.com from YouTech, our digital coupon vendor
partner on SVDigital. You can check out these websites listed above to see the user
experience.
Essentially, by providing authorization to allow content to be marketed to 3rd
party sites,
you’re allowing 3rd
parties to list you on their website which drives more traffic and
participation on their sites while also sharing the coupon content through YouTech (our
vendor partner) back into your new website and mobile app.
Your authorization is needed to allow content, and then your logo will be provided to
them to use on the 3rd
party site.
Thank you.
RETAILERS PLEASE FILL OUT THIS SECTION:
Name: ________________________________ Store #:_________________________
Store Name: ___________________________________________________________
Signature: _____________________________________________Date: ___/___/____
Please scan and email or fax completed form to your SUPERVALU Account
Manager.

16. 15
3RD
PARTY PRINTER FTP ACCESS CONSENT FORM
Does SUPERVALU currently produce your weekly print ad?
 If YES, skip the form provided on the following page (“3rd
Party Printer FTP
Access Consent Form”).
 If NO, please forward the form on the following page to your printer who
produces your add, have them fill it out, and forward the completed from to
your Account Manager.
Please see next page for form.

17. 16
3rd
PARTY PRINTER FTP ACCESS CONSENT FORM
Vendor: __________________________Contact Name: _______________________
Phone Number: ___________________ Email Address: _______________________
Due to security and SUPERVALU policy, we do not support plain FTP sites. We are
working with SUPERVALU’s IT Department to ensure continued file transfer with our
vendor partners.
The list of supported protocols are as follows: SFTP, FTPS, AS2, and FTPw PGP
Our IT Department is requiring the following information from our vendors
currently using FTP sites for file transfer:
1) Protocol:
2) Port:
3) Server Name:
4) Directory:
5) User Name:
6) Password:
7) Encryption:
8) File Frequency:
9) File Size:
10)File Name:
11)Please confirm you have both Prod and Test environments so a connection can be
established on both environments: Yes No
12)Do you have Firewall rules in place?
If so: please work with your network team to white list the IP address. The IP
addresses are listed as followed:
IP address
SUPERVALU PRODUCTION IP ADDRESSES 169.155.34.188 & 169.155.34.189
SUPERVALU TEST IP ADDRESSES 169.155.34.186 & 169.155.34.187
SUPERVALU IT recommends our vendors utilize the fully qualified domain names of
our servers in place of the direct IP addresses when possible. Domain names are as
follows:
 as2prod.supervalu.com for AS2 connections
 ftpprod.supervalu.com for SFTP connections

18. 17
QUOTE
Included on the next page is a copy of your quote for your files.

19. 18
SITE MAP
Included on the next page is a copy of your sitemap for your files.

20. 19
WHAT IS SVDIGITAL?
SVDigital is SUPERVALU’s digital solution for independent retailers that
provides the opportunity to engage shoppers on computer, mobile phone and tablet. It
allows a consumer's shopping experience to go mobile by turning weekly ad circular into
an interactive event. It enables items to be automatically added to mobile shopping list
and has the ability to load coupons into a single unique barcode that can be scanned
directly from a customer’s mobile phone. SVDigital seamlessly integrates digital
solutions for retailers of all sizes.
SVDigital is not only a digital website for your customers to access, it’s a completely
interactive system that integrates a mobile app on a smartphone or tablet and an online
website on a computer and delivers them to your consumer in an innovative and
effective way.
SVDigital Timeline

21. 20
WHAT IS SVDIGITAL?
There are so many mobile apps and websites consumers can go to to get savings and
connect with their local grocer. SVDigital allows your stores to be in that mix.
Everything seamlessly integrates across all platforms. The information you see on one
platforms flows to the others. So whether a customer is in the office, relaxing at home,
or on the go, they have a solution that works for them anytime and anyplace!
Our Platform

22. 21
WHY SVDIGITAL?
Many other competitors are beginning to move their store information onto a mobile
app. With 75% of consumers owning a smartphone, the transition to mobile applications
is a necessity. With SVDigital, your consumer will still be able to access information
from a website platform, but with the additional integration of their information being
able to move across platforms onto their smartphone or tablet as well.
So what can this platform do for you and your business? There are over
440,000 of digital account users across all 5 of our retail banners. With those 440,000’s
of users, over 15 million digital coupons have been downloaded for use, with almost a
13% manufacturer coupon redemption rate. This factor is causing customers to shop
more frequently and spend more money per trip, increasing your sales!
The grocery and retail world is going digital at a rapid rate. In today’s digital
world, 61% of traffic on the web now takes place via wireless devices and more than
half of US adult internet users will redeem a digital coupon. Because of these growing
markets, now is the time to launch into this digital market with confidence with SVDigital!

23. 22
PROLOGIC IMPLEMENTATION PROCESS
The following is the ProLogic Implementation process of SVDigital into your store:
Implementation Process
 SUPERVALU and ProLogic receives the signed contract
 Following receipt of the signed contract, ProLogic will send you a Requirements
Gathering Questionnaire. The reason for the questionnaire is to gather necessary
information regarding your current POS system (and versions) as well as other technical
information as it relates to the integration of the Digital Solution. Once completed, you
will need to email the document back to ProLogic and/or SUPERVALU.
Once ProLogic receives the completed document: ProLogic’s Implementation Manger
will review the document and schedule an introductory call. The purpose of the call will be:
 Introductions
 Review the questionnaire and ask any additional questions
 Answer any questions that you may have
 Explain the overall implementation process and next steps
Based on the information provided in the questionnaire and additional information gathered
from the introductory call, ProLogic will then develop a Fit/Gap Analysis.
The Fit/Gap Analysis: will outline the program requirements as well as any additional
information that may be needed from the Retailer and additional integration work that will
need to be done by a third party vendor and/or ProLogic to meet those requirements. Once
the Fit/Gap is complete, ProLogic will then schedule a formal Implementation kick-off call
between ProLogic’s implementation team, the SVDigital team and the retailer. The purpose
of this call will be to introduce the teams, review the Fit/Gap Analysis, discuss the
implementation process in detail and answer any questions. During this call we will also
decide on a day and time for a weekly implementation status call.
Following the Kick-off call: ProLogic will then prepare the formal Implementation Plan.
This plan will include an implementation task list as well as an estimated launch date. Every
phase of the implementation process will be detailed in plan including assigning task
ownership and providing estimated time lines for tracking progress toward program
launch. Once the first draft of the Implementation Plan has been completed, it will be
distributed on a weekly basis to monitor progress of the overall implementation and the
individual Tasks.
ProLogic Timeline

24. 23
LAUNCH STRATEGY
SVDigital’s Marketing Plan includes a layout of launch dates and the necessary actions
for reaching those in two 4-week long sections.
 The first section is a 4 week BETA (Pre-Launch) Plan dealing with Internal
actions for you and your employees to partake in.
 The second section is a Soft & Hard (Post-Launch) Plan dealing with customers
and public interactions.

25. 24
Pre-Launch Week 1 Internal Education is the main aspect for this week.
 This is the time to begin educating all store employees of SVDigital.
 Have an employee meeting or newsletter for employee education.
 You may want to appoint 2-3 “Digital Experts” for your store.
These Digital Experts will become the ambassadors for your store’s new website
and mobile app. When appointing employees as Digital Experts, make sure they
are available during the website and app’s official launch dates so they can be in
store to answer customer’s questions.
 Order In-Store Marketing Materials and Employee Informational Materials from
“SVDigital Signage Materials” order form.
Pre-Launch Week 2 Internal training and preparation are the focuses.
 Begin the week by testing the handheld scanners in your front of store checkout to
insure compatibility with mobile devices for SVDigital coupon redemption.
 Continue to inform and educate in-store employees of SVDigital and their role in the
process.
 This week is when you should implement the Break Room Easels and FAQ sheets
you ordered from the Marketing Materials form into your break room for employees
to have the opportunity to become familiar with SVDigital’s new platform.
 Begin working heavily with your store’s Digital Experts to teach them functionality of
the app.
 Place your Internal Marketing Materials out for your employees
Pre-Launch Week 3 Internally building hype is main characteristic of week 3.
 Inform your employees to begin using word of mouth about the app when
communicating with customers at checkout.
These internal communications with the customers could include: “Coupons on
your mobile smartphone are coming soon!” “Have you heard that we have a new
app launching? It’ll make your shopping experience easier!”.
 For your weekly print ads, plan to include in-ad art block to advertise your launch
week.

26. 25
Pre-Launch Week 4 Internal BETA Mobile App Launch! (Internal Only)!
 Your app will be internally launched this week!
 This means that a “testing version” of the app is available for download and trial for
employees only.
 This internal version still gives the full app experience, but without marketing the app
and without public access. (Refer to pages 28-30 of this Guidebook for instructions
on how to download your BETA test version app.)
 During this week of BETA testing it is important to test out the app and all its
capabilities to ensure compatibility and to make any necessary corrections.
 Test out the app on the checkout lanes and run trails using the new platform.
 Your store’s Digital Experts should assist in training employees in on the application.
 Employees should become comfortable working with the app.
 App and website are not integrated this week. The BETA testing is solely for the
mobile app at this time.

27. 26
BARCODE SCANNER TEST
As part of the onboarding process for the SVDigital platform, we need your help to
determine if your store’s scanners have the capability to read digital coupons from
mobile device screens. The following is a Barcode Scanner Testing form to determine
your scanner's capability to read from mobile devices. If your current scanners do not
possess these capabilities, an update of your store’s front end could be necessary.
Passbook Test Barcode My Rewards Test Barcode
Example Example
To test your scanners please follow these instructions:
1) Using the attached document: for each register, please write down the manufacturer
and model number of the scanner using the space provided within the document.
2) Your SUPERVALU Consumer Marketing Account Manager will provide you with two
JPG test files via email containing barcodes to open from your mobile phone.
3) Open the email containing the two barcode samples (example images pictured
above) that you received from SUPERVALU from your mobile device. You will need to
open BOTH of the JPEG test files attachments from a mobile phone.
4) Scan BOTH of the test barcodes with each register scanner to determine if your
scanners can read from mobile phone screens.
5) If the bar code scans, circle YES in the correct column on the following document.
If the barcode does not scan, circle NO on the following document.
6) Once you finish testing all lanes in the store:
Please fax back only the 2nd
page with the gathered scanner information to:
SUPERVALU Consumer Marketing Department
Fax #: 952-932-4601

28. 27
BARCODE SCANNER TEST
(Fax Completed form to: Consumer Marketing Department @ 952-932-4601)
Store Name: ________________________________________________________
Store Number: ______________________________________________________
Tested By: _________________________________________________________
Test Date: __________________________________________________________
Steps in Testing:
1) For each register, please write down the manufacturer and model number of the
scanner using the space provided.
2) Your SUPERVALU Consumer Marketing Account Manager will provide you with two
JPG test files via email containing barcodes to open from your mobile phone.
3) Open the email containing the two barcode samples that you received from
SUPERVALU from your mobile device. You will need to open BOTH of the JPEG test
files attachments from a mobile phone.
4) Scan BOTH of the test barcodes with each register scanner to determine if your
scanners can read from mobile phone screens.
5) If the bar code scans, circle YES in the correct column on the following document.
If the barcode does not scan, circle NO on the following document.
Passbook Digital Coupon My Rewards Digital
Register # Scanner Manufacturer & Model # JPG Test Coupon JPG Test
1 Yes No Yes No
2 Yes No Yes No
3 Yes No Yes No
4 Yes No Yes No
5 Yes No Yes No
6 Yes No Yes No
7 Yes No Yes No
8 Yes No Yes No
9 Yes No Yes No
10 Yes No Yes No
11 Yes No Yes No
12 Yes No Yes No
13 Yes No Yes No
14 Yes No Yes No
15 Yes No Yes No

29. 28
BETA TESTING INSTRUCTIONS
Introduction This document provides instructions for BETA testers on how to
download and install BETA Mobile Apps and some basic information around usage.
 A BETA test is essentially a test form of your store app that is available before the launch of
your actual, live app which will come in phase 2 of the SVDigital launch (Soft Launch
phase).
 This BETA test allows a limited number of users to download a test of the app to ensure all
components are functioning properly prior to pushing the app and website public since any
possible bugs should be worked out prior to going public.
 It also allows for “Digital Experts” to be identified at the store who have had opportunity to
become familiar with the app prior to public launch
BETA Tester Identification
Retailer should identify 2 minimum to 12 maximum BETA testers who are employees of the
store.
 Must be Apple iOS users
 BETA not available to Android users
 SUPERVALU IT tests both Apple and Google, but Google does not facilitate a BETA test
program but Apple does.
It’s recommended that these testers are key management, key cashiers or customer service
employees who are comfortable with technology and familiar with apps. BETA test is not open
to friends and family and should be limited to testers at store level only during BETA.
BETA Tester Information Gathering
Retailer needs to gather the following information needed from EACH BETA tester and provide
to Consumer Marketing Account Manager prior to BETA launch:
o First Name
o Last Name
o Apple ID (this is their Email Address associated with their iTunes Account)
Retailer needs to ID 2 of the 10 BETA testers to continue to be BETA testers for future app
releases for your store app as new updates are released to SVDigital
Technical Help
If you experience problems installing or running the app, please contact:
TS_SVDigital_Inbox@supervalu.com

30. 29
BETA TESTING INSTRUCTIONS
Installation Instructions
iPhone Installation Steps:
 You will be receiving an email from iTunes Store entitled: TestFlight: SUPERVALU Inc.
inviting you to test *Your Store Name*
 Open the email from your mobile device and click “Start Testing”
 You will be taken to the App Store to download Apple’s TestFlight app. Install this app and
log in using your apple ID (see 2nd
screen shot below)
 Open the TestFlight app
o If prompted, log in with your Apple ID (same one you use for iTunes store)
 Click the Install button for the app
Example
How to ensure you have the most recent version of the app:
 Go into the test flight app on your phone
 Find the store app
 Select the button to the right of the app (It will likely say Open or Update)
 To double check you are using the right build you can check your version
o You can find your version by going to the contact us page and looking at
the bottom

31. 30
BETA TESTING INSTRUCTIONS
Frequently Asked Questions about BETA
What do I test in BETA?
Feel free to explore the app. Try doing some of the following in the app:
 Sign up for an account
 Choose your store location (if multi store)
 Explore the Weekly Ad – click, scroll, zoom
 Add some digital coupons to your account
 Explore the Shopping List for the items and digital coupons you added
 Redeem digital coupons at the checkout lane
 (If Applicable: Link your store fuel/rewards card to your account)
How do I provide feedback about the app?
Feel free to email the SUPERVALU team at mobileBeta@supervalu.com or simply go to
“Contact Us” from the navigation menu and tap “Email Us”.
Will the BETA app expire?
Yes, the BETA app will expire on the date listed in TestFlight. Once this happens, you will no
longer be able to get app updates in TestFlight.
What do I need to do when the app goes live?
You will need to delete the TestFlight version of the app from the device and download the app
from the App Store. Long press the app icon on until the ‘X’ appears in the corner of the app,
tap the ‘X’ and delete the app.

32. 31
BETA TESTERS SIGN UP FORM
As we begin to move into the BETA testing process, we ask that you please assign
BETA testers from your store that are willing to participate in the testing of the app. Your
store can have anywhere from 2 (minimum) to 12 (maximum) BETA testers.
In order to be a participant in the BETA test, it is necessary to have a mobile phone with
iOS platform capabilities. Testing version of the app is only avalible to iPhone users,
please be aware of this as you choose your BETA testers.
Please fill out the form below with 2 to 12 testers and return completed form to your
SUPERVALU Account Manager.
BETA Testers
Platform: First Name: Last Name: iTunes Email Address:
1 iOS
2 iOS
3 iOS
4 iOS
5 iOS
6 iOS
7 iOS
8 iOS
9 iOS
10 iOS
11 iOS
12 iOS
Please scan and email or fax the completed form to your SUPERVALU Account
Manager.

33. 32
Post-Launch Week 1 & 2 Non-Promoted Web & Mobile Soft Launch!
 Not Promoted to the Public
 In this 2 week span, your App and new SVDigital website are available to download
and use at full capacity!
 The app and website both contain the full experience capabilities, just without
marketing your new SVDigital platform and without public notification that they are
available yet.
 In these soft launch weeks, please strongly encourage your associates to do the
following:
 Associate app download
 Create a personal account
 Become familiar with features
 Frequently visit the website and use the app
 Create excitement among employees about the new platform by creating contests
and prizes for those who test out and use the app and website.
 It’s crucial to have internal associates testing the new platform to double check all
aspects of the platform and provide feedback for changes if necessary.
 Have your Digital Experts available daily to communicate the following elements to
those internally participating in the soft launch test.
Have associates at the registers continue with word of mouth information about the app
to consumers as they check out and advertise “coming soon” in store.
During these two soft launch weeks encourage your friends and family to test out the
app as well and provide their feedback as necessary. The idea of the soft launch is that
any last touch ups, tweaks, or last necessary changes will be communicated to your
SUPERVALU Account Manager to ensure all platforms are running smoothly before the
public begins using them heavily.

34. 33
Post-Launch Week 3 & 4 Advertised & Promoted Website & Mobile Launch!
 Advertise the launch of your SVDigital Platforms heavily in store using the Marketing
Materials previously ordered from the signage order form.
 Place Marketing Materials throughout the store following the flow of shopper traffic.
 This is the perfect timing for your store’s Digital Experts to be present in store for live
app demonstrations and for customer education (this idea can be accompanied by a
promotion day “Digital Day” with food samples).
 Promote your app and new website extensively on social media, in your eBlasts, in
your weekly print ad circulars, and by word of mouth and signage by the registers.
 The biggest aspect that needs to be achieved in the following weeks is the call to
action: Downloads! This is achieved by educating customers at a store level and
through advertising by physical and digital Marketing Materials.
 To continue to bring your customers to the call to action do not stop running
promotions after the Public Launch! Follow the 12 week Marketing Plan of hard
promotions to continuously remind customers of your new platforms.
 Use these strategies to keep your transformation top of mind for your customer:
 Don’t let advertising drop off after 12 weeks of hard promotion
 Remind cashiers to keep talking about the app
 Ask for consumer feedback to generate conversation
 Keep in-store POP up for a few months after Public Launch
 Refresh in-store POP after a few months or move around
 Bring Digital Experts back after a few months for another push
 Use social media to highlight digital coupon items and key app features
 Use the in ad blocks in your circular periodically after the public launch

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12 WEEK MARKETING PLAN (Post Launch)
The following pages contain the 12 week Marketing Plan for your post website and app
launch. In order to proceed in the process of advertising SVDigital to your customers,
this 12 week Marketing Plan should be followed to drive the maximum number of
downloads of your SVDigital App.
Please see next pages for marketing plan.

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HOW-TO’s & HELPFUL LINKS
For a detailed walk through of a SVDigital app, please follow this URL address to an
online video.
 The video will walk you through the SVDigital app experience, demonstrate all its
capabilities, and give you an instructional “how-to” walk through of a SVDigital App.
 This video can be used as an educational tool for you, your in-store employees, and
your store’s appointed Digital Experts.
To access the video, simply pull up a web browser and type in the following URL link to
bring you directly to the YouTube video uploaded by SUPERVALU.
Type it into your browser as seen here: https://youtu.be/2GPBG7gujKw
The video is titled: “SVDigital Instructional Movie”

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 Tap item to circle it & auto add
 to Shopping List
 Long press for pop expanded
info
 Double tap to zoom
 Swipe to turn pages
 Computer, tablet or mobile
HOW-TO’s & HELPFUL LINKS
App Functionality
Here are some of the basic How-To’s of an SVDigital App pertaining to the Interactive
Weekly Ads, the Interactive Shopping List, the Digital Coupons, and the app’s Unique
ID & Barcode. The following section demonstrates some of the primary commands
within the app, this section can also be used as an Internal Education Material when
familiarizing your associates with SVDigital.
Interactive Weekly Ads
Interactive Shopping
 Save multiple lists
 Check off items, delete or save
items for later
 Scan product barcode to add
 Save multiple lists
 Build off existing lists and Save As
 Computer, tablet, mobile

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 Manufacturer coupons & in-ad
coupons
 Filter by category
 Sort by brand, value, coupon
 Expiration date or saved to your
card
 Search
 Computer, tablet, mobile

 Available in app and Passbook
 Coupons redeemed with one
screen
 Digital Tier = consumer assigns
their own ID
 Digital Plus = assigned with
loyalty card
HOW-TO’s & HELPFUL LINKS
App Functionality
Digital Coupons
Unique ID & Barcode

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COMMON QUESTIONS & ANSWERS
How Does SVDigital Work?
Q: Is there anything additional for the cashier to do when the
customers check out?
A: If the customer does not have their phone with them to
scan their Rewards barcode, the cashier can enter it.
Q: How does the customer scan their unique barcode?
A: The customer presents the unique bar code from their
phone to a hand scanner or customer facing scanner
Q: What if a customer doesn’t have a smart phone?
A: Customers can enroll through the website and use their phone number to redeem
offers at the store
Q: Where are these coupon offers reported on my store POS reporting?
A: Offers should report on your store’s end of day. Check with your POS dealer for
details.
Does the Store Have to Set Anything Up?
Q: Do we need to create the offers in our POS system?
A: No. A series of random dollar UPCs are set up by
department in advance. These UPCs trigger the offers.
Q: Is any new equipment required to make this work?
A: If the store does not have hand scanners or image scanners,
your POS vendor can help with installing these. In addition one or two “servers” will be
installed by Retail Technology. The servers will be placed near your POS or network
equipment. Once they are installed and tested by Retail Technology, it will not be
necessary for you to access them unless a server fails. In that case, ProLogic will dial in
to diagnose the issue. If necessary, they will ship you a new one and ask that you send
the failed device back to them.
Q: How will customers be made aware of the new program?
A: Information will appear on the store’s website. There may be in store signage,
information in the in-store flyer. Your store may choose to have a sign up and
information location within the store. It will be important for the store team members to
be aware of the program to that they can answer customer questions.

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MARKETING PLAN
SUPERVALU’s Marketing team has established a marketing plan accompanied with
marketing materials, physical and digital, to help you launch your store with SVDigital.
Marketing Strategy Includes
● Internal Associate Training Materials- so your team is prepared with the
information necessary for your launch dates
● Customer Experience Overview- so you can help integrate your customers into
your SVDigital platform
● Branding Materials- along with in-store, digital, and print Marketing Materials
All aspects of this marketing plan strategy are to help maximize downloads of your
store’s mobile app. This marketing plan will be complete with a
Timeline of Launch Events Includes
● BETA testing launch date
● Soft launch date
● Final hard launch date- which is when you site and app will be available to the
public

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MARKETING MATERIALS ORDER FORM
The following section is an order form for you to purchase the Marketing
Materials necessary to promote SVDigital to your customers. In choosing to advertise
your transition into SVDigital, you are exposing your customers to consistent brand
messaging, followed by a consistent call to action messaging: downloading and using
your store’s new app! These physical and digital Marketing Materials will assist in
increasing downloads, and in turn, drive future sales. It’s important for customers to
know that you are using a new platform and these materials are a great way to get them
excited.
 Our POP Kits highlight in-store, digital and print materials
 POP Kits offer customization options
 A La Carte Options
Please see next page for form

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INTERNAL EDUCATION MATERIALS
Cashier’s Role:
The Cashier is the first point of interaction when it comes to processing a SVDigital
app’s coupon capabilities. They serve as a crucial point in driving downloads as they
have direct interaction with every customer that comes through your store. Your
cashiers need to be prepared and educated about the new SVDigital Platform to best
serve your customer.

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CASHIER PROCEDURES
Process if the Cardless ID is Scanned 1st
in the Transaction:
 Card-less ID is scanned
 Ask the customer if they have coupons loaded to their Personal Identification
 Items are scanned
 Coupons loaded onto the customer's identification will automatically deduct when
coupon criteria is met
 Review receipt to ensure coupons are applying for ad and coupon book items
 Complete the transaction
 Thank the customer for shopping at your store
 Let the customer know if they have any issues with their receipts we will take
care of them immediately
Process if the Cardless ID is scanned in the Middle or at the End of the
Transaction:
 Items are scanned
 Cardless ID is scanned
 Press the payments menu key
 Return to the shopping transaction
 Ask the customer if they have coupons loaded to their Personal Identification
 Coupons loaded onto the customer’s Personal Identification card will
automatically deduct when coupon criteria is met
 Review receipt to ensure coupons are applying for ad and coupon book items
 Complete the transaction
 Thank the customer for shopping at your store
 Let the customer know if they have any issues with their receipts we will take
care of them immediately

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CASHIER PROCEDURES
Transaction with Frequent Shopper Number
Step 1: Step 2:
Upon Log In, Cashier will be prompted to Customer presents My Rewards image
enter a Frequent Shopper Number from their phone
Step 3: Step 4:
Cashier scans the customer’s phone with If image will not scan, manually enter
scanner OR customer presents phone the customer’s account number
in from of customer facing scanner
Step 5: Step 6:
Upon successful scan or manual entry As items are scanned,
account information will display above discounts will appear below them.
the code/dept entry box

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CASHIER PROCEDURES
Transaction with Secondary ID or Alternate ID
Step 1: Step 2:
If customer does not have phone: Select the “Secondary ID” options
Use secondary ID and select the
“B.O. MENU Key”
Step 3: Step 4:
A window will open with the prompt Upon successful scan or manual
to “Enter Member’s Phone Number”. entry account information will display
Enter 10 digit phone number and press above the code/dept entry box.
select.
Step 5:
As items are scanned, discounts will
appear below them

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CASHIER PROCEDURES
Customer Receipt
The image below is sample of how a customer’s receipt will look after being printed
following a SVDigital coupon transaction. Please note the areas in which the discount is
applied, where the gas rewards is noted, and the total amount of savings that you can
share with the customer!
Discounts will calculate as store coupons and will appear on the receipt

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CONSUMER’S ROLE
Call to Action: Downlad the app & engage in an interactive shopping experience
Here’s How it Works
Download:
 Go to the iTunes or Google Play store on your mobile phone and search for our
store to DOWNLOAD the app.
 Once downloaded, open the app to set up your personal account using your
email address or Facebook login and you will be assigned a unique Card-less
Digital ID to be associated with your account.
 Creating a digital Card-less ID can be easily accomplished by typing 11-digits-
we recommend your phone number- and a simple 4-digit PIN number for quick
access to your account.
 Next, select your store’s location
Shop:
 Click on Weekly Ad on the home screen of the app, this will open our interactive
Weekly Ad on your phone where you can SHOP by clicking items that you wish
to purchase on your next visit. The items will become circled and automatically
added to your Shopping List. If you hold your finger on the item, it will expand the
item and provide product detail

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CONSUMER’S ROLE
Load:
 Click on the Coupons tab of the app to see a listing of available coupons. They
will be listed alphabetically but can be sorted by department using the Filter or
Search functions. Simply click the coupon you wish to LOAD to your account.
 You can switch form All Coupons to On My Card to see the coupons that you
have loaded to your account.
Plan:
 PLAN your shopping trip by clicking on the Shopping List tab of the app. It will
now have all of the items that you added from the Weekly Ad and Coupons
loaded to the Shopping List. You can check items off the list, delete them, or
save them to purchase later or again.
Scan & Save:
 To redeem the Coupons that you have loaded to your Card-less Digital ID, click
My Rewards on the app. You will see a personalized barcode that you will show
to the cashier who will SCAN the barcode on your phone. The savings loaded to
your account and barcode will be taken off at the register. Your Card-less Digital
ID replaces paper coupons and allows your phone to be scanned to SAVE