MyMagazine: Celebrating 10 years of personalized value

Over the past decade, MyMagazine – a publication featuring personalized coupons, recipes and more that is produced by Kroger and 84.51°– has continually evolved to provide a personalized experience tailored to customers’ unique interests and preferences. From the very first issue, MyMagazine has strived to make customers feel valued and understood through custom content and offers. Let's take a look back at some of the innovative personalized features that make the magazine so engaging. 

Personalized value

Rather than taking a one-size-fits-all approach, MyMagazine recognized that consumers have diverse lifestyles and interests that demand a more personalized touch. The magazine embraced customization to meet readers where they were and make their lives easier, whether that meant fun ways to prepare a picky toddler’s food or suggest wine and appetizer pairings for a cocktail party.     Different versions of the cover story, for example, were written to align with different customer profiles, for a more relevant experience. Content pages were allocated just like coupons, such that the combination of articles and offers made nearly each 32-page book unique.     It established a new way for brands to engage with customers, building brand equity for CPGs and Kroger. The aim was to provide inspiring and relatable content that would resonate with each customer's lifestyle and interests. And it worked – the personalized coupon booklets were an immediate hit, giving readers savings on the products they actually purchased. 

Evolving with customer needs

While the first issue was solely in print, MyMagazine evolved to have a digital presence as well, utilizing responsive design to be accessible on any device. This opened up even more possibilities for personalization and relevancy. Additionally, sections like Dinner Tonight and Grab and Go were developed in direct response to customer feedback about solving the time crunch so many households face.    Since the beginning, MyMagazine's core goal has remained the same – to be a helpful, inspiring resource that makes customers' lives a little easier and more enjoyable. This trailblazing focus on personalization is what has enabled MyMagazine to thrive as a successful publication over 10 amazing years. 

The future is bright for taking custom content and offers to the next level. More recipes tailored to specific dietary needs and food allergies are on the horizon, among other new features. As the world's relationship with media and shopping evolves, MyMagazine remains committed to being an indispensable resource tailored to every customer.