The Challenge

Pressures on margins in the grocery industry have never been greater and competition in the sector has never been tougher. Traditional loyalty mechanics like money off coupons and bonus points were becoming less effective and harder to justify. Sainsbury’s challenged T19 to find a new way to maintain the loyalty and spend of their best customers.

Conversation we created

Research told us that customers felt positive about receiving targeted messages that spoke to them personally and thanked them too. So we decided to take Sainsbury’s brand promise of knowing their customers better than anyone else to a whole new level.

We took their best customer’s transactional data and turned it into highly personalised and engaging playbacks about how Sainsbury’s was helping them to Live Well for Less.

We celebrated the things they loved, their personal tastes and how they filled their shopping baskets.

We also used the data to drive downloads of the new Nectar app – a key business focus.

Impact

As well as capturing the imagination of our most loyal customers – we delivered an overall ROI

10x

higher than previous communications

And we received over

228k

official thumbs up in the app and more than 28k social media shares

It was the busiest ever 24-hour period of app downloads (which took it to the

#1

spot in the App Store)…

 

…and the activity spontaneously became the topic of BBC Radio 1 DJ Greg James’ breakfast show.
Importantly, it’s changed the way Sainsbury’s approaches loyalty and continues to drive unadulterated brand love.

Earlier on today we spoke to Lydia, who was really excited to tell everyone on Radio 1 that she is the ninth biggest buyer of flat white mushrooms at the Tulse Hill branch of Sainsbury’s in South London. And that opened the floodgates for many, many others…