As traditional retailers face tougher competition from discounters and high street budget stores on price, a greater emphasis is being placed on providing customers with unique reasons to enter their stores. Strategies range from reinvigorating a customers’ passion for food and cooking, through the supply of distinctive and exclusive product offerings to creating a frictionless shopping experience by understanding customer behaviour.
Given the excitement of new products in trending categories for retailers and suppliers alike, it is easy to understand why products and categories that are commoditised may be more likely to get overlooked, despite this being an integral part of the shopping basket.
We’ve all done it, that time when you opened the fridge and there’s no milk for breakfast, or when you’ve lovingly prepared the Bolognese sauce, only to realise you’ve run out of salt for seasoning. Not only can this be a huge frustration for customers, but for infrequently purchased products such as salt, a panic or unplanned purchase going to a competitor can have a long standing impact on sales.
Following a reduction in their shelf space and the introduction of more speciality salts, Klinge Foods, producer of reduced sodium salt ‘LoSalt’ saw a decline in their customer numbers. i2C worked with the client to devise a campaign in Sainsbury’s to stem the decline and re-engage those lapsed from the brand. The team formulated a Coupon at Till programme, whereby a customer’s salt purchasing behaviour would be analysed using 2 years’ worth of data, giving individual households an average rate of consumption of salt. Combining this data with the time since they last purchased and what product/volume of product they bought, we were able to set up a campaign predicting the window of time in which an individual household would run out of salt. This insight was then used to deliver targeted LoSalt coupons to customers just before they ran out of salt, providing a timely reminder and reward for them to purchase when they are next in store.
This enhancement to targeting yielded a great uplift; Initial results for the campaign have shown improved redemption rates compared to previous Coupon at Till strategies which did not use the predictive methodology;
• The redemption rate for lapsed customers has thus far doubled, rising from 5.9% to 11.8%.
• Acquisition customers have also seen an increase of 11%.
• 63,150 customers have purchased LoSalt since the start of the campaign, with 10.1% of these being driven to purchase by the coupon.
By putting the customer at the heart of the strategy, i2C were able to provide an improved shopping experience for customers, better results for both LoSalt and Sainsbury’s and hopefully a few less under-seasoned dinners!
Mondelez recently ran an experiential campaign for Toblerone in 77 Sainsbury’s stores, giving customers an in-store and digital experience. Customers were able to personalise their Toblerone with a sleeve, plus a QR code which allowed the customer to record a personalised message to gift to a loved one over the Christmas period. For Sainsbury’s, enabling […]VIEW
Whilst the World Cup may be slipping into the edited highlights of 2018, we have looked back at this activation to understand its impact on the sales. To support World Cup 2018 in Sainsbury’s, i2C teamed up with six big brands across the lager, crisps, soft drinks and confectionery categories to create two unique customer […]VIEW
Danone teamed up with i2C and fashion brand Orla Kiely at the end of May to raise awareness of the relatively new Light & Free yoghurt range. Our vision was to use personalisation to engage Sainsbury’s shoppers, and resonate with those that had a passion for fashion. The campaign brought together different media channels with […]VIEW
As traditional retailers face tougher competition from discounters and high street budget stores on price, a greater emphasis is being placed on providing customers with unique reasons to enter their stores. Strategies range from reinvigorating a customers’ passion for food and cooking, through the supply of distinctive and exclusive product offerings to creating a frictionless […]VIEW
5 years ago, we launched insight to communication (i2C), a data-driven marketing agency giving Sainsbury’s branded suppliers unprecedented access to customer data and communication channels, helping our clients to understand and influence shopper behaviour more effectively than ever before. On 15 March 2018, colleagues from i2C and Sainsbury’s got together with our Sainsbury’s supplier clients […]VIEW